The spread of the Internet into all areas of business activities has put a particular focus on
business models. The digitalization of business processes is the driver of changes in company
strategies and management practices alike. This textbook provides a structured and conceptual
approach allowing students and other readers to understand the commonalities and specifics of
the respective business models. The book begins with an overview of the business model concept
in general by presenting the development of business models analyzing definitions of business
models and discussing the significance of the success of business model management. In turn
Chapter 2 offers insights into and explanations of the business model concept and provides the
underlying approaches and ideas behind business models. Building on these foundations Chapter
3 outlines the fundamental aspects of the digital economy. In the following chapters the book
examines various core models in the business to consumer (B2C) context. The chapters follow a
4-C approach that divides the digital B2C businesses into models focusing on content commerce
context and connection. Each chapter describes one of the four models and provides information
on the respective business model types the value chain core assets and competencies as well
as a case study. Based on the example of Google Chapter 8 merges these approaches and
describes the development of a hybrid digital business model. Chapter 9 is dedicated to
business-to-business (B2B) digital business models. It shows how companies focus on business
solutions such as online provision of sourcing sales supportive collaboration and broker
services. Chapter 10 shares insight into the innovation aspect of digital business models
presenting structures and processes of digital business model innovation. The book is rounded
out by a comprehensive case study on Google Alphabet that combines all aspects of digital
business models. Conceived as a textbook for students in advanced undergraduate courses the
book will also be useful for professionals and practitioners involved in business model
innovation and applied researchers.
