When 1+1 is Greater than 2: Concurrence of Additional Digital and Established Business Models within Companies

Many established companies currently face digitalization challenges. Part of their answer is often the creation of new digital business models based on new technologies, which do not necessarily replace the existing business model but act as additional source of economic value. Having two business models in parallel in the same company creates the opportunity of synergies between these business models. However, knowledge about the interaction between digital and non-digital business models remains scarce. This study, currently in progress, contributes to research by filling this gap and identifying synergies already taken by companies of various industries, leading to a better understanding of digital business models within established companies and their interaction with existing, traditional business models. For practitioners this study provides insights on how to benefit from parallel business models within a company and thus how to better face digitalization.