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Business Model Adaptation to a New Digital Culture

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New business models are emerging in the international business
environment. The reasons for this include the changing of business’ attitude
in favour of transparency and openness, to the massive increase in the use of
easier and collaborative technologies: Quirky is producing new products
developed by the community and manufactured using 3D printing
technology, Google gives its glasses to different developers who create their
own applications based on the Google glass; meanwhile Kickstarter attracts
funds through crowd sourcing, paying them back with the promise of future
sales of the products they fund. Employees, investors, customers and partners
do not follow a predictable rule of conduct with the organization but revolve
around it using different form of collaborations related to the organization’s


Moreover the final product is customized in a reverse Pareto principle where
the business does not focus only on the top selling products but sells lot of
different ones. It’s in this scenario that businesses like Amazon discover that
their achievement is being able to respond to different customers’ needs. Our
work is placed in this framework in focusing on defining an emerging business
model where the open collaborative way of creating, developing and
manufacturing products is addressed to a large number of different market
niches. Data from practice cases is used to provide support to the theoretical


PUBLISHED: Proceedings from the The 19th DMI: Academic Design Management Conference, 2014


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