Digital Business Engineering: Methodological Foundations and First Experiences from the Field

Digitization is affecting almost all areas of business and society. It brings about opportunities for enterprises to design a digital business model. While a significant amount of research exist examining the conceptual foundation of business models in general, no comprehensive approach is available that helps enterprises in designing a digital business model. This paper addresses this gap and proposes Digital Business Engineering as a method for digital business model design. The activities are structured into six phases, namely End-to-End Customer Design, Business Ecosystem Design, Digital Product/Service Design, Digital Capability Design, Data Mapping, and Digital Technology Architecture Design. The method development follows principles of design-oriented research. Five case studies are used to analyse method requirements and evaluate it within is natural context.