Data-Driven Business Model Strategy Development for Incumbents in B2B Markets

Maschinenfabrik Reinhausen is an incumbent manufacturer in the electrical power equipment industry, engaging in business-to-business (B2B) sales with a strong market position and successful products interested in pursuing the development of new, data-driven business models to generate new sources of revenue. This effort requires both development of hardware products that can provide relevant data and a business model to effectively generate, deliver and capture value for the firm. Based on case studies, interviews and assessment of the status quo at MR, this project posits a framework for data-driven business model development strategy. This project concludes that while extending connectivity to wider range of sensors through an Ethernet interface would be beneficial, there is no "recipe" or outwardly clear optimal business model structure. However, there is evidence that the internal environment in which incumbents develop new business models has a strong relationship with their success, and there are consistent characteristics across successful examples. Focusing on culture, process, governance, and the use of the right metrics leads to more successful outcomes.

Name thesis:degree_name

Master

Department dc:contributor.department

Massachusetts Institute of Technology. Department of Mechanical Engineering

Grantor dc:publisher

Massachusetts Institute of Technology

Year dc:date.issued

2021

Author dc:creator

• Toeldte, Tatjana

Advisors dc:contributor.advisor

• Roemer, Thomas A.
• Leeb, Steven B.

Statement dc:rights

• In Copyright - Educational Use Permitted
• Copyright retained by author(s)

Licence dc:rights.uri

• https://rightsstatements.org/page/InC-EDU/1.0/

Handle dc:identifier.uri

https://hdl.handle.net/1721.1/139397

OAI identifier oai:identifier

oai:dspace.mit.edu:1721.1/139397