Data-Driven Business Model Strategy Development for Incumbents in B2B Markets
Maschinenfabrik Reinhausen is an incumbent manufacturer in the electrical power equipment industry, engaging in business-to-business (B2B) sales with a strong market position and successful products interested in pursuing the development of new, data-driven business models to generate new sources of...
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| Format: | Thesis |
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Massachusetts Institute of Technology
2022
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| Online Access: | https://hdl.handle.net/1721.1/139397 |
| _version_ | 1826189676069781504 |
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| author | Toeldte, Tatjana |
| author2 | Roemer, Thomas A. |
| author_facet | Roemer, Thomas A. Toeldte, Tatjana |
| author_sort | Toeldte, Tatjana |
| collection | MIT |
| description | Maschinenfabrik Reinhausen is an incumbent manufacturer in the electrical power equipment industry, engaging in business-to-business (B2B) sales with a strong market position and successful products interested in pursuing the development of new, data-driven business models to generate new sources of revenue. This effort requires both development of hardware products that can provide relevant data and a business model to effectively generate, deliver and capture value for the firm.
Based on case studies, interviews and assessment of the status quo at MR, this project posits a framework for data-driven business model development strategy. This project concludes that while extending connectivity to wider range of sensors through an Ethernet interface would be beneficial, there is no "recipe" or outwardly clear optimal business model structure. However, there is evidence that the internal environment in which incumbents develop new business models has a strong relationship with their success, and there are consistent characteristics across successful examples. Focusing on culture, process, governance, and the use of the right metrics leads to more successful outcomes. |
| first_indexed | 2024-09-23T08:19:21Z |
| format | Thesis |
| id | mit-1721.1/139397 |
| institution | Massachusetts Institute of Technology |
| last_indexed | 2024-09-23T08:19:21Z |
| publishDate | 2022 |
| publisher | Massachusetts Institute of Technology |
| record_format | dspace |
| spelling | mit-1721.1/1393972022-01-15T04:07:50Z Data-Driven Business Model Strategy Development for Incumbents in B2B Markets Toeldte, Tatjana Roemer, Thomas A. Leeb, Steven B. Massachusetts Institute of Technology. Department of Mechanical Engineering Sloan School of Management Maschinenfabrik Reinhausen is an incumbent manufacturer in the electrical power equipment industry, engaging in business-to-business (B2B) sales with a strong market position and successful products interested in pursuing the development of new, data-driven business models to generate new sources of revenue. This effort requires both development of hardware products that can provide relevant data and a business model to effectively generate, deliver and capture value for the firm. Based on case studies, interviews and assessment of the status quo at MR, this project posits a framework for data-driven business model development strategy. This project concludes that while extending connectivity to wider range of sensors through an Ethernet interface would be beneficial, there is no "recipe" or outwardly clear optimal business model structure. However, there is evidence that the internal environment in which incumbents develop new business models has a strong relationship with their success, and there are consistent characteristics across successful examples. Focusing on culture, process, governance, and the use of the right metrics leads to more successful outcomes. S.M. M.B.A. 2022-01-14T15:09:03Z 2022-01-14T15:09:03Z 2021-06 2021-06-10T19:13:40.766Z Thesis https://hdl.handle.net/1721.1/139397 In Copyright - Educational Use Permitted Copyright retained by author(s) https://rightsstatements.org/page/InC-EDU/1.0/ application/pdf Massachusetts Institute of Technology |
| spellingShingle | Toeldte, Tatjana Data-Driven Business Model Strategy Development for Incumbents in B2B Markets |
| title | Data-Driven Business Model Strategy Development for Incumbents in B2B Markets |
| title_full | Data-Driven Business Model Strategy Development for Incumbents in B2B Markets |
| title_fullStr | Data-Driven Business Model Strategy Development for Incumbents in B2B Markets |
| title_full_unstemmed | Data-Driven Business Model Strategy Development for Incumbents in B2B Markets |
| title_short | Data-Driven Business Model Strategy Development for Incumbents in B2B Markets |
| title_sort | data driven business model strategy development for incumbents in b2b markets |
| url | https://hdl.handle.net/1721.1/139397 |
| work_keys_str_mv | AT toeldtetatjana datadrivenbusinessmodelstrategydevelopmentforincumbentsinb2bmarkets |