기업의 지속적인 가치창출을 위한 비즈니스모델 혁신전략

Abstract

오늘날과 같이 시장 환경의 변동성이 심화되는 때에 기업이 지속 가능한 경쟁우위를 유지하기 위해서는 새로운 경쟁방식을 근본적으로 고민해야 한다. 이러한 환경에서는 기업의 운영과 전략을 시장의 환경이 변화할 때마다 지속적으로 바꾸어주는 기업의 적응력 즉, 적응우위(adaptive advantage)가 필요하다. 이에 따라, 제품이나 역량 경쟁보다 진화한 비즈니스 모델 간 경쟁이 등장하였고, 이제는 기존 경쟁자들의 공격에 대응하는 것이 아닌 경쟁자의 비즈니스 모델을 진부화(obsolescence)시키는 비즈니스 모델 혁신이 요구된다. 비즈니스 모델 혁신이란 비즈니스 모델을 구성하는 여러 가지 요소를 다각도에서 변형시켜 차별화되는 가치를 창출해내는 것으로 기업의 외부 환경이나 내부 환경 중 어느 한 쪽에 집중하기 보다는 내부의 자원과 역량, 그리고 외부 환경이 만나는 곳에서 최적의 선택을 하는 것이다. 그러나 비즈니스 모델 혁신에 대한 명확한 정의가 없고, 핵심 비즈니스 모델을 잘 활용하지 못하는 관계로 기업이 비즈니스 모델 혁신을 통해 성장한다는 것은 매우 어려운 일이다. 본 논문에서는 비즈니스 모델 혁신에 대한 정의를 체계적으로 정리하고, 비즈니스 모델 혁신이 필요한 시기가 언제인지, 어떠한 유형의 비즈니스 모델 혁신이 있는지를 몇 가지 사례를 통해 살펴보았다. 기업의 가치 제안, 가치사슬과 가치네트워크를 통한 가치 창출, 마지막으로 수익모델의 혁신 사례를 통해 비즈니스 모델 혁신이라는 다소 추상적인 개념을 좀 더 친숙하게 접근하였다. 마지막으로, 이미 성공한 기업 역시 비즈니스모델 혁신과 적응우위 강화로 급변하는 시장 환경에서 새로운 가치를 창출할 수 있다는 것을 보여주고자 하였다.| In today’s increasingly volatile market environment, companies must consider fundamentally new strategies to maintain a sustainable competitive advantage. In such an environment, a company needs the ability to adapt – its ‘adaptive advantage’ – to continuously adjust its operation and strategy in response to changing market conditions. Therefore, a higher, more evolved competition between business models has emerged rather than the competition of products and competences, also, the business model innovation is required, the innovation that seeks to put the other competing business models into obsolescence, instead of merely responding to attacks from existing competitors. Business model innovation is the creation of differentiated value by transforming various elements of the business model. Rather than focusing singularly on either the external or internal environment, the business model innovation aims to identify the optimal combination of internal resources, competence, and the external factors. However, due to the lack of the clear definition of business model innovation, and the inability to utilize the company’s core business model, it has been very difficult for companies to achieve growth through the business model innovation. This paper provides a systematic review of the existing definitions of business model innovation. Also, through several case studies, this paper examines what types of business model innovation exist and when the business model innovation is most needed. In this paper abstract concept of business model innovation is presented using familiar and concrete examples of value proposition, value creation through value chains and networks, and profit model innovation. Finally, this paper demonstrates that already successful businesses can also create new value through business model innovation and adaptive advantage, even in a rapidly changing market environment.; In today’s increasingly volatile market environment, companies must consider fundamentally new strategies to maintain a sustainable competitive advantage. In such an environment, a company needs the ability to adapt – its ‘adaptive advantage’ – to continuously adjust its operation and strategy in response to changing market conditions. Therefore, a higher, more evolved competition between business models has emerged rather than the competition of products and competences, also, the business model innovation is required, the innovation that seeks to put the other competing business models into obsolescence, instead of merely responding to attacks from existing competitors. Business model innovation is the creation of differentiated value by transforming various elements of the business model. Rather than focusing singularly on either the external or internal environment, the business model innovation aims to identify the optimal combination of internal resources, competence, and the external factors. However, due to the lack of the clear definition of business model innovation, and the inability to utilize the company’s core business model, it has been very difficult for companies to achieve growth through the business model innovation. This paper provides a systematic review of the existing definitions of business model innovation. Also, through several case studies, this paper examines what types of business model innovation exist and when the business model innovation is most needed. In this paper abstract concept of business model innovation is presented using familiar and concrete examples of value proposition, value creation through value chains and networks, and profit model innovation. Finally, this paper demonstrates that already successful businesses can also create new value through business model innovation and adaptive advantage, even in a rapidly changing market environment.