Remaining traditional with the core while implementing digital solutions

: a multiple case study of fast-moving consumer goods companies about digitalization and business model innovation

Abstract

This dissertation explores the external and internal determinants influencing business model innovation in fast-moving consumer goods companies. It will further investigate the impact of digitalization-related factors on (existing) business models as well as the usage of digital technologies. In the end, barriers and success factors that shape business model innovation within the fast-moving consumer goods industry will be identified. In the literature review, definitions of the business model concept and its innovation are discussed. Based on those insights, the characteristics of business models in the fast-moving consumer goods industry are identified and a deepened understanding of the phenomenon on digitalization is created. Based on the theoretical insights gained in the literature review, a multiple case study spanning three different fast-moving consumer goods firms is performed. Business model developments and digitalization efforts of those three companies are investigated by the
conduct of two semi-structured interviews per case with related managers, complemented with secondary data. It has been found that managing an old business model and a new business model that require different assets at the same time may create frictions that diminish profitability. As suppliers and distributors are highly interdependent and the German FMCG market is composed of a few big players, each interviewed company engages in different
strategies and degrees of business model innovation and digitalization efforts. Especially adaptability seems to be a success factor to sustainable, long-term success.

Date of Award	20 Oct 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Piotr Wójcik (Supervisor)