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Service-Dominant Business Model Design for Digital Innovation in Smart Mobility

机译：智能流动性数字创新的服务主导商业模式设计

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摘要

In many business domains, rapid changes have occurred as a consequence of digital innovation, i.e., the application of novel information technologies to achieve specific business goals. A domain where digital innovation has great potential is smart mobility, which aims at moving around large sets of people and goods in a specific geographic setting in an efficient and effective way. So far, many innovations in this domain have concentrated on relatively isolated, technology-driven developments, such as smart route planning for individual travelers. Nice as they are, they have relatively small impact on mobility on a large scale. To achieve substantial digital innovations - for example, optimizing commuting on a city-scale - it is necessary to align the efforts and related values of a spectrum of stakeholders that need to collaborate in a common business model. To this aim, the study proposes the use of service-dominant business logic, which emphasizes the interaction of value network partners as they co-create value through collaborative processes. Moving to this paradigm has significant implications on the way business is done: the business requirements for services will change faster, and the complexity of value networks required to meet these requirements will increase further. This requires new approaches to business engineering that are grounded in the premises of service-dominant logic. The paper introduces the service-dominant business model radar (SDBM/R) as an integral component of a business engineering framework. Following a design science approach, the SDBM/R has been developed in close collaboration with industry experts and evaluated through an extensive series of hands-on workshops with industry professionals from several business domains. This paper focuses on the application and evaluation in the smart mobility domain, addressing the design of new business models for digital innovation of collaborative transport of people and goods. In summary, it contributes a novel business design approach that has an academic background and relevant practical embedding.
机译：在许多业务领域中，作为数字创新的后果，即，新颖的信息技术应用实现特定业务目标，发生了快速变化。数字创新具有巨大潜力的领域是智能移动性，旨在以高效有效的方式在特定地理环境中围绕大型人员和商品。到目前为止，该领域的许多创新都集中在相对孤立，技术驱动的发展中，例如个人旅行者的智能路线规划。很好，因为它们对大规模的流动性影响相对较小。为了实现大量的数字创新 - 例如，优化城市规模的通勤 - 有必要对准需要在共同商业模式中协作的利益相关者的努力和相关价值。为此目的，该研究提出了使用服务主导业务逻辑，这强调了价值网络合作伙伴的互动，因为它们通过协作过程共同创造价值。搬到此范例对业务的方式具有重大影响：服务的业务需求将更快地改变，并且满足这些要求所需的价值网络的复杂性将进一步增加。这需要新的业务工程方法，这些商业工程在服务优势逻辑的场所。本文介绍了服务 - 主导商业模式雷达（SDBM / R）作为业务工程框架的一体组成部分。在设计科学方法之后，SDBM / R已经与行业专家密切合作开发，并通过各种商业领域的行业专业人士提供了广泛的一系列动手车间。本文侧重于智能移动域中的应用和评估，解决了数字创新的新商业模式的设计，用于人员和货物的协同运输。总之，它有助于一种新的商业设计方法，具有学术背景和相关的实际嵌入。

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