The next frontier of digital business model innovation

Ludovica Moi

;Yanina Rashkova;Francesca Cabiddu

2023-01-01

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Abstract

Firms are increasingly shaken by the challenges triggered by today’s unpredictable landscapes. In this context, they are constantly searching for new ways to address fast-moving marketplaces more rapidly and with greater flexibility. This chapter investigates how strategic agility helps organizations innovate their digital business models to adapt to changing market conditions. To this end, we perform an exploratory single-case study focusing on Clickio, a leading firm in programmatic marketing that offers innovative technological solutions for digital publishers. This study provides a structured analysis of how strategic agility assists firms in accomplishing digital business model innovation across three intertwining dimensions – the business model’s content, structure, and governance. Our study may support managers seeking to redefine their digital business model by learning more about how strategic agility can be embedded into their strategic and operational efforts to develop a more significant digital value proposition, and adapt to the uncertainty of today’s shifting business contexts more effectively.