Digital Business Models
One of the major developments in today’s society is the increasing digitalization. Digitalization affects entire business models and has important implications for the functioning of marketing, logistics and innovation strategy. The marketing function has changed dramatically with a stronger focus on online and mobile marketing. Assortment and pricing decisions have become more flexible in online environments. Logistics also have become more complex but are crucial to compete. Customers demand to be served day and night with fast home-deliveries, and to be able to conveniently return products. Firm’s logistics streams need to handle this complexity while guaranteeing quick deliveries at low cost. The development of products with new digital features is becoming the norm. Within innovation digitalization also require new value propositions, partnerships, key resources, and delivery channels. Marketing, logistic, and innovation functions need to cooperate more in order to deliver superior customer value at low costs.