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This textbook introduces readers to digital business from a management standpoint. It provides an overview of the foundations of digital business with basics, activities and success factors, and an analytical view on user behavior. Dedicated chapters on mobile and social media present fundamental aspects, discuss applications and address key success factors. The Internet of Things (IoT) is subsequently introduced in the context of big data, cloud computing and connecting technologies, with a focus on industry 4.0, smart business services, smart homes and digital consumer applications, as well as artificial intelligence. The book then turns to digital business models in the B2C (business-to-consumer) and B2B (business-to-business) sectors.
Building on the business model concepts, the book addresses digital business strategy, discussing the strategic digital business environment and digital business value activity systems (dVASs), as well as strategy development in the context of digital business. Special chapters explore the implications of strategy for digital marketing and digital procurement. Lastly, the book discusses the fundamentals of digital business technologies and security, and provides an outline of digital business implementation. A comprehensive case study on Google/Alphabet, explaining Google's organizational history, its integrated business model and its market environment, rounds out the book.

Inhaltsverzeichnis

Frontmatter

Introduction

Frontmatter

1. Foundations of Digital Business

Abstract
By working through this chapter, you will be able to:
Bernd W. Wirtz

2. Mobile Business

Abstract
By working through this chapter, you will be able to:
Bernd W. Wirtz

3. Social Media Business

Abstract
By working through this chapter, you will be able to:
Bernd W. Wirtz

4. Digital Government

Abstract
By working through this chapter, you will be able to:
Bernd W. Wirtz

Technology, Digital Markets and Digital Business Models

Frontmatter

5. Digital Business Technology and Regulation

Abstract
By working through this chapter, you will be able to:
Bernd W. Wirtz

6. Internet of Things

Abstract
By working through this chapter, you will be able to:
Bernd W. Wirtz

7. Artificial Intelligence, Big Data, and Cloud Computing

Abstract
By working through this chapter, you will be able to:
Bernd W. Wirtz

8. Digital Platforms, Sharing Economy, and Crowd Strategies

Abstract
By working through this chapter, you will be able to:
Bernd W. Wirtz

9. Digital Ecosystem, Disintermediation, and Disruption

Abstract
By working through this chapter, you will be able to:
Bernd W. Wirtz

10. Digital B2C Business Models

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By working through this chapter, you will be able to:
Bernd W. Wirtz

11. Digital B2B Business Models

Abstract
By working through this chapter, you will be able to:
Bernd W. Wirtz

Digital Strategy, Digital Organization and E-commerce

Frontmatter

12. Digital Business Strategy

Abstract
By working through this chapter, you will be able to:
Bernd W. Wirtz

13. Digital Transformation and Digital Organization

Abstract
By working through this chapter, you will be able to:
Bernd W. Wirtz

14. Digital Marketing and Electronic Commerce

Abstract
By working through this chapter, you will be able to:
Bernd W. Wirtz

15. Digital Procurement

Abstract
By working through this chapter, you will be able to:
Bernd W. Wirtz

16. Digital Business Implementation

Abstract
By working through this chapter, you will be able to:
Bernd W. Wirtz

Digital Case Studies

Frontmatter

17. Google/Alphabet Case Study

Abstract
After having established a fundamental understanding of digital business, this chapter deals with applying digital business management within digital business markets, discussing the case of Google as an outstanding digital business company.
Bernd W. Wirtz

18. Selected Digital Case Studies

Abstract
Against the background of the conceptual and theoretical content presented in the previous chapters, the following chapter deals with practical examples of companies in the field of digital business. The content of the previous chapters is transferred to real-world context, and the development and actions of the companies are respectively explained. This also enables to draw conclusions for other companies and derive explanatory approaches. The chapter is divided into two sections. Section 18.1 provides examples of companies that have emerged in the digital context and shall serve as cases of the four different C-models described in Chapter 10. Section 18.2 provides examples of companies that follow a trade-based commercial business model that is based on digital channels. Such companies can be assigned to the field of e-commerce and can serve as a kind of digital archetype examples for the content presented in the previous chapters.
Bernd W. Wirtz

19. The Digital Future: A Brief Outlook

Abstract
The textbook starts with a historical retrospective: “For some time, there has been an essential change within the economy and society induced by information technology. This change is mainly caused by increasing digitization: “With the beginning of the ‘digital age’, also called ‘digital revolution’, which evolved throughout the development of the multimedia market, there will be a fundamental change of existing structures in the telecommunication, computing, entertainment and media industries” (Denger and Wirtz 1995b). This assessment in 1995 aptly illustrates the impact of digitization” (Wirtz 2021, p. 4).
Bernd W. Wirtz

Backmatter

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