Цифрова трансформація бізнес-моделі підприємства
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Date
2020
Authors
Бортнік, Анастасія
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Abstract
Мета даної статті полягає у визначенні ключових аспектів цифрової трансформації бізнес-моделі в контексті створення ціннісних орієнтирів для всіх зацікавлених сторін. Запропоновано розгляд адаптації моделі до цифрових і соціальних змін як перетворення у нову форму ведення бізнесу у зв’язку зі зростаючим використанням цифрових активів, яка краще підходить і задовольняє умови для функціонування в цифровій економіці, вибудовує взаємозв’язки з цифровими споживачами і партнерами. Визначено, що елементи класичного мейнстріму у формі "канви" в умовах цифрової трансформації слабо пов’язані з незначним угрупуванням за аспектами функціонування підприємства, клієнтів, продажів і фінансів. Виокремлено ключові характеристики щодо цифрової трансформації елементів бізнес-моделі в порівнянні з класичним мейнстрімом в умовах сьогодення. Запропоновано систематизоване уявлення про ключові домени цифрової трансформації бізнес-моделі.
Description
Цель данной статьи состоит в определении ключевых аспек-тов цифровой трансформации бизнес-модели в контексте создания ценностных ориентиров для всех заинтересованных сторон. Предложено рассмотрение адаптации модели к цифровым и изменений как превращение в новую форму ведения бизнеса в связи с растущим использованием цифровых активов, которая лучше подходит и удовлетворяет условия для функ-ционирования в цифровой экономике, выстраивает взаимосвязи с цифровыми потребителями и партнерами. Определено, что элементы классического мейнстрима в форме "канвы" в условиях цифровой трансформации слабо связаны с незначительным группировкой по аспектами функциони-рования предприятия, клиентов, продаж и финансов. Выделены ключевые характеристики по цифровой трансформации элементов бизнес-модели по сравнению с классическим мейнстримом в сегодняшних условиях. Предло-жено систематизированное представление о ключевых доменах цифровой трансформации бизнес-модели.
Nowadays, it is important to form an awareness of digital transformation as a motivation for positive changes in strategies and behavior of business entities. Therefore, the purpose of this article is to identify and present important implications of digital transformation for the business model of an enterprise. Research in the process of achieving the formed goal is aimed at diagnosing the current situation and the factors contributing to the trans- formation of the business model. To achieve these objectives dialectic and system-analytical methods, structural and functional analysis were used. It was suggested to adapt the model to digital changes as a transformation into a new form of business that would be better suited and satisfy the conditions for functioning in the digital economy, building relationships with digital consu- mers and partners, as well as in connection with the growing use of digital assets. It was determined that the elements of the classical mainstream in the form of a "canvas" in the digital transformation had a weak connection with a small grouping in terms of organization, customer, sales and finance, and no special integration or relationship between the elements was envisaged. The key characteristics on digital transformation of elements of business model in comparison with classical mainstream in today’s conditions were allocated. Each new or updated strategy must include an approach to the digital transformation of business, so it is important to assess the business models of enterprises to ensure that they fit the new paradigm. Factors of change in business models are highlighted, such as the evolution of certain predeveloped concepts within the classical mainstream, mainly due to technological advances, achieving social and consumer acceptance of these concepts, generating economy of scale or snowball effect, as well as destructive and breakthrough innovations. The digital transformation of the business model of an enterprise provides a systematic view of its key domains, which are forming and can serve as a direction for further future-oriented research and are used as a starting point for managerial decisions on digital transformation. To facilitate assessment of digital maturity, the proposed business model domains can be used to diagnose the need to adopt new concepts of digital economy. Digital transformation of the business model can be adapted to the specifics of domestic business operation.
Nowadays, it is important to form an awareness of digital transformation as a motivation for positive changes in strategies and behavior of business entities. Therefore, the purpose of this article is to identify and present important implications of digital transformation for the business model of an enterprise. Research in the process of achieving the formed goal is aimed at diagnosing the current situation and the factors contributing to the trans- formation of the business model. To achieve these objectives dialectic and system-analytical methods, structural and functional analysis were used. It was suggested to adapt the model to digital changes as a transformation into a new form of business that would be better suited and satisfy the conditions for functioning in the digital economy, building relationships with digital consu- mers and partners, as well as in connection with the growing use of digital assets. It was determined that the elements of the classical mainstream in the form of a "canvas" in the digital transformation had a weak connection with a small grouping in terms of organization, customer, sales and finance, and no special integration or relationship between the elements was envisaged. The key characteristics on digital transformation of elements of business model in comparison with classical mainstream in today’s conditions were allocated. Each new or updated strategy must include an approach to the digital transformation of business, so it is important to assess the business models of enterprises to ensure that they fit the new paradigm. Factors of change in business models are highlighted, such as the evolution of certain predeveloped concepts within the classical mainstream, mainly due to technological advances, achieving social and consumer acceptance of these concepts, generating economy of scale or snowball effect, as well as destructive and breakthrough innovations. The digital transformation of the business model of an enterprise provides a systematic view of its key domains, which are forming and can serve as a direction for further future-oriented research and are used as a starting point for managerial decisions on digital transformation. To facilitate assessment of digital maturity, the proposed business model domains can be used to diagnose the need to adopt new concepts of digital economy. Digital transformation of the business model can be adapted to the specifics of domestic business operation.
Keywords
бізнес-модель, цифровізація, трансформація, цифрова економіка, розвиток, ефективність, стаття, бизнес-модель, цифровизация, трансформация, цифровая экономика, развитие, эффективность, business model, digitalization, transformation, digital economy, development, efficiency
Citation
Бортнік А. М. Цифрова трансформація бізнес-моделі підприємства / Бортнік Анастасія Миколаївна // Стратегія економічного розвитку України : збірник наукових праць / [редкол.: О. М. Гребешкова (голов. ред.) та ін.] ; ДВНЗ "Київ. нац. екон. ун-т ім. В. Гетьмана". - Київ : КНЕУ, 2020. - № 47. - C. 16-31. - https://doi.org/10.33111/sedu.2020.47.016.031