Innovare il business model per affrontare sfide organizzative
Questo articolo esplora in che modo le possibilità offerte dalle tecnologie digitali e la relativa trasformazione del business model influenzino le regole della competizione tra imprese.
L’impatto è notevole sia al livello più alto delle scelte aziendali, quelle relative al business model, sia al livello immediatamente inferiore, che riguarda l’attività di gestione strategica e i framework che la guidano.
L’articolo si apre con l’osservazione che i driver del vantaggio competitivo si sono evoluti nel tempo al punto che oggi il successo di lungo termine dell’impresa dipende dalla capacità di innovazione dei suoi modelli di business.
Ciò ci porta a effettuare un’analisi della letteratura sul business modeling che ci permette di identificare due approcci fondamentali: quelli statici, dominanti in letteratura, e gli approcci dinamici, più adatti a fornire regole di progettazione organizzativa adeguate all’economia digitale.
L’approccio dinamico al business modeling si riflette anche sull’evoluzione della ricerca e della pratica in ambito strategico mettendo in crisi uno degli archetipi manageriali di maggior successo del secolo scorso: il costrutto del vantaggio competitivo, che, in un ambiente VUCA dove si compete integrandosi dinamicamente al proprio ecosistema organizzativo, non è più in grado di spiegare i meccanismi di creazione del valore basati su piattaforme, Open innovation ed ecosistemi.
Questa evoluzione comporta importanti implicazioni organizzative.
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