An integrated approach for developing production strategy and digital business model in global production

The desire for individual customer solutions is rising in the manufac-turing industry. The digitalization enables new forms of creating customer value, but simultaneously opens up the market for new player from the tech industry, so that traditional production companies have to challenge their business models. The development of existing business models into digital business models is therefore of high strategic relevance to maintain a company’s competitiveness. However, manufacturing companies are hesitant to adapt digital usiness models. For successfully building digital business models in manufacturing, their connec-tion with the production strategy must be considered. Since there are no ap-proaches that take these interactions into account, the goal of this paper is to de-velop an integrated approach to develop production strategy and digital business model simultaneously. For this purpose, two morphological boxes are developed to characterize production strategy and digital business model. Their interde-pendencies were assessed in an expert interview.