Towards Principles For a Data-Driven Business Model Innovation Process – A Design Science Case Study

Abstract

Transforming an existing business model into a data-driven one is challenging. Tools, methods and processes can support organisations in that innovation. This paper presents a three-year interventionist case study with an automotive company, where we investigated how an innovation process towards data-driven business models should be designed. We analysed data from interviews, notes from company meetings and workshops, as well as learnings from supporting seven different data initiatives within the organisation. As a result, we present requirements that decision-makers have regarding a process and principles that guide the process design. The principles are not specific to data-driven business model innovation. However, at the level of operationalising the process, activities and actionable tools need to be specific to the goal of a business model innovation: how data and analytics can be used for new services and business models.