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Retail Business Model Change in the Era of Digital Transformation: A case study from the perspective of a business model canvas
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.).
2019 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

With an increased level of digitization in the retail sector, retail incumbents need to adapt their business model to the new digital era. E-commerce business and other digital tools have transformed the retail industry and incumbent retailers have to react to the changes in order to remain competitive on the market. While previous research has examined the nature of the digital tools in retail or the general impact of digital transformation on the sector, the thesis aims to investigate the impact of digital transformation on the business model of a retail incumbent. To investigate the impact of digital transformation on the business model of a retail incumbent, a single case study has been conducted at Company X, an incumbent retailer operating in Sweden. The Business Model Canvas has been used as a tool to identify the current business model of the company, and to propose future business models for Company X. The findings have resulted in the creation of three different Business Model Canvas scenarios with different levels of change in the business model. The scenarios all implied an increased cooperation with external partners and the implementation of new customer channels.The findings of the thesis contribute to an increased knowledge of retail business model change. While earlier research findings regarding the impact of digital transformation on the retail sector were confirmed in the case study, the thesis proposes new research concerning the impact on a retail incumbent’s business model. The study also contributes to how the Business Model Canvas may be used as a unit of analysis when investigating business model change.

Abstract [sv]

Med en ökad digitalisering inom detaljhandeln så behöver traditionella detaljhandlare anpassa deras affärsmodell till den nya digitala eran. E-handel och andra digitala verktyg har förändrat detaljhandeln och traditionella detaljhandlare måste reagera för att behålla deras konkurrenskraft. Medan tidigare forskning har undersökt olika digitala verktyg inom handeln, eller hur digitalisering har påverkat handelssektorn på en övergripande nivå, så är den här uppsatsens syfte att undersöka den digitala transformationens påverkan på en traditionell detaljhandlares affärsmodell. För att undersöka hur digitaliseringen påverkar en traditionell detaljhandlares affärsmodell så har en fallstudie genomförts hos Företag X, en traditionell detaljhandlare i Sverige. BusinessModel Canvas har använts som ett verktyg för att identifiera den nuvarande affärsmodellen och för att ge förslag på framtida affärsmodeller som Företag X kan implementera. Resultaten har bidragit till att skapa tre olika framtida scenarier av affärsmodellen Canvas. Samtliga scenarier innebär ett ökat samarbete med externa partners och implementering av nya kundkanaler. Uppsatsen bidrar med ökad kunskap om förändring av affärsmodeller inom detaljhandel. Tidigare forskning rörande digitaliseringens påverkan på handeln har bekräftats och uppsatsen bidrar med ny forskning rörande den digitala transformationens påverkan på en traditionell detaljhandlares affärsmodell. Studien bidrar också med kunskap om hur affärsmodellen Canvas kan användas som analysverktyg vid undersökning av förändring av affärsmodeller.

Place, publisher, year, edition, pages
2019. , p. 82
Series
TRITA-ITM-EX ; 2019:204
Keywords [en]
Digitization, Digital transformation, Business model, Business model change, Business model innovation, Business model canvas, Retail, Omnichannel
Keywords [sv]
Digitalisering, Digital transformation, Affärsmodell, Affärsmodellsutveckling, Affärsmodellen Canvas, Detaljhandel, Omnikanal
National Category
Other Engineering and Technologies
Identifiers
URN: urn:nbn:se:kth:diva-259397OAI: oai:DiVA.org:kth-259397DiVA, id: diva2:1351396
Supervisors
Examiners
Available from: 2019-11-12 Created: 2019-09-15 Last updated: 2019-11-12Bibliographically approved

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