Using Systems Thinking to Illustrate Digital Business Model Innovation

Abstract

Digital business model innovation is discussed by bringing together systemic innovation and digital innovation. Applying the Rich Picture technique, the complexity transpiring in the digital innovation of the business models is illustrated. Further, a real world example is presented and discussed in relation to systemic innovation and digital innovation. This study further contributes by shedding light on the added complexity brought by digital innovation but also the need for a combined and mixed systems thinking approach.

Keywords

• digital business model innovation
• digital innovation
• systems thinking
• Rich Picture
• complexity
• Netflix