Affärsmodeller inom e-handel. Hur en digital transformation av affärsmodeller hjälper företag att uppnå konkurrenskraft på e-handelsmarkanden

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Examensarbete på kandidatnivå
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2022
Författare
Lundberg, Anna
Sandbeckar, Ebba
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Trading through digital channels has increased during the last years and will continue growing in the future as well. Being a part of the digital transformation and running e-commerce creates new requirements for business operation and activity. It's important to create a perception and knowledge about the business to succeed and to meet these requirements. Business model canvas is a tool that can be used to map a company's business model, to create an understanding of the business operation and activities. This work aims to create an understanding of how business models have been affected by the digital transformation and how to create a competitive business model in e-commerce. The work of this process is in the form of a case study at a wallpaper company named Perswall. Perswall produces specially adapted high-quality wallpapers, which are printed on demand. The investment took off just over a year ago in order to make the brand grow. Perswall, unlike other wallpaper companies, conducts the majority of its sales by e-commerce and works to become competitive in the seemingly immature wallpaper market. To create an understanding of digital transformation, e-commerce and Business model canvas has literature studies been conducted. The mapping of Perswall's business model is based on qualitative interviews with employees at the company. To create a better understanding of factors that create increased competitiveness, additional interviews with e-commerce experts have been arranged. The work presents proposals on how the company Perswall´s business model can be more adaptable to the e-commerce market. Further on, general success factors linked to the digital transformation of business models are presented. As a result of the studies, all parts of Business model canvas are important to achieve competitiveness on the e-commerce market. The internal building blocks are of great meaning as they, through their activities, resources and partnerships, strengthen the external building blocks. Without the external parts, the business would not have formed an opinion regarding customers' requirements and preferences. The result of achieving competitiveness is thus that the business has the right resources, activities and partnerships required to match the market's needs and create a strong value proposition. Culture plays a significant role in succeeding with a digital transformation of the business model. A successful transformation is strongly connected to the organization and its understanding of the business model. This is based on the fact that individual businesses have reached different stages of digital maturity. Further on, to have an understanding of your company's business model is important due to the fact that different companies have different customers and value propositions. A company's ability to transform their business model is another success factor. This means that the company is able to implement new tools and change the corporate culture. Important to highlight is also that there are more factors than the above presented. As is often the case, financial resources are needed to enable change and the use of new advanced technology and IT solutions.
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Digital transformation, digitalization, e-commerce, Business model canvas, business model, digital maturity
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