The Multimodal Business Activity Model: A tool to classify business activities to support decision-making in digital transformation
Publication date
2024-08
Authors
Sprokholt, Albert
Nieuwmeijer, Lotte
Brand, Nico
Weerd, Inge van de
Editors
Advisors
Supervisors
Document Type
/dk/atira/pure/researchoutput/researchoutputtypes/contributiontojournal/conferencearticle
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Abstract
In this paper, we present the Multimodal Business Activity Model to guide digital transformation journeys. Research shows that there is a lack of suitable tools to support the strategic side of digital transformation. The MBAM is a strategic model that supports digital transformation by classifying business activities according to the degree of differentiation and exposure to the dynamics of its environment. The model helps decision-making on digital transformation and serves as a conversational tool to align all stakeholders involved. The MBAM has been developed in practice and through this research successfully evaluated in several workshops with practitioners working in the field of digital transformation.
Keywords
Activity-based Perspective, Differentiation, Digital Transformation, Dynamics, Multimodal Business Activity, Strategy, General Computer Science
Citation
Sprokholt, A, Nieuwmeijer, L, Brand, N & Van De Weerd, I 2024, 'The Multimodal Business Activity Model : A tool to classify business activities to support decision-making in digital transformation', Procedia Computer Science, vol. 239, pp. 275-283. https://doi.org/10.1016/j.procs.2024.06.172