Charting the Uncharted : How an Industrial Firm Uses Business Model Innovation to Capture Value from Emerging Technologies

Sammanfattning: The modern business landscape is rapidly evolving, driven by breakthroughs in technology. This thesis investigates how a traditional, established firm, Ericsson – a leader in telecommunications – navigates and adapts to these changes. Specifically, it examines how the firm transforms its business models to leverage emerging technologies, such as artificial intelligence (AI) and 5G mobile networks. The thesis delves into the challenges and strategies of integrating these emerging technologies into an existing firm, emphasizing the need for business model innovation. It highlights the business model innovation process for two variants of service-based business models: performance-based and software- as-a-service (SaaS)-based models, where the firms sell an outcome or a result rather than products. The thesis also explores how the firm prepares for multi-actor business models that foster collaborative innovation ecosystems. These strategies enable firms to access new markets and customer segments, enhancing their ability to create and capture value in a rapidly changing technological landscape. Through detailed case studies and comprehensive research, the thesis provides valuable insights for both academic scholars and industry practitioners. It illuminates the business model innovation process and its critical role in ensuring that firms stay competitive and profitable in the face of emerging technologies. Hence, this thesis serves as initial coordinates to chart what remains uncharted in this rapidly evolving field.