Data or Business First?—Manufacturers’ Transformation Toward Data-driven Business Models

Abstract Driven by digital technologies, manufacturers aim to tap into data-driven business models, in which value is generated from data as a complement physical products. However, this transformation can be complex, different archetypes of models require substantially and technical capabilities. While there are manifold contributions research on capability development, an integrated aligned perspective both technology capabilities for distinct model needed. This promises enhance research’s understanding offers guidance practitioners. As maturity have proven valuable tools we follow design science approach develop the toward archetypal models. To provide capabilities, leverages layered enterprise architecture model. By applying evaluating use at two manufacturers, find approaches, namely ‘data first’ ‘business first’. The resulting insights highlight model’s integrative perspective’s improve transformation. For practitioners, allows status quo assessment derives fields action required aspired