How digitalisation in manufacturing drives business model innovation in the optical lens industry
Abstract
Digitalisation as a megatrend disrupts traditional manufacturing value chains and
associated business models. Deciders face substantial challenges driven by digitalisation
in manufacturing whilst shaping business models and enabling value creation. Yet,
academic literature reveals gaps in understanding, how digitalisation in manufacturing
can leverage business model innovation.
Thus, the purpose of this study is to explore, how digitalisation in manufacturing drives
business model innovation for the optical lens manufacturing industry. The research is
based on a case study to understand experiences and investigate patterns, how value
creation opportunities from emerging digitalisation adoptions in manufacturing can be
exploited for business model innovation. Following a pilot study, semi-structured
interviews are applied to gain in-depth understanding about experiences with the
phenomenon. The interviews are conducted with people in key roles, who put business
model innovation and digitalisation in manufacturing into practice. The collected data is
assessed adopting a thematical analysis approach to derive themes and patterns.
Adding to recent academic theory and managerial implications regarding business model
innovation, the findings of this thesis contribute to an understanding, how digitalisation
adoptions can be exploited for business model innovation, how business model
innovation can be deployed, and how value creation can be driven by digitalisation in
manufacturing. The findings provide insights into the challenge that business model
innovations often happen on a greenfield, whereas manufacturing processes behind the
business model are already established. Best practices for business model innovation
seem to emerge out of personal experiences. External and internal motivators trigger
business model innovation, however, customers stimulate innovations by rather
communicating their problems instead of particular ideas. Furthermore, the value added
by business model innovation is not always assessed looking at financials, but includes
industry-specific performance criteria as well.