Business/IT Alignment in Two Sided Markets: A Study of COBIT 5 for Internet Based Business Models

Yannick Bartens, Frederik Schulte and Stefan Voß
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Yannick Bartens: University of Hamburg, Hamburg, Germany
Frederik Schulte: University of Hamburg, Hamburg, Germany
Stefan Voß: University of Hamburg, Hamburg, Germany

International Journal of IT/Business Alignment and Governance (IJITBAG), 2014, vol. 5, issue 2, 27-43

Abstract: Business/IT alignment can be considered a key challenge in IT governance and becomes especially important in IT-heavy and internet based business models. Recent discussions express the need for a bi-directional paradigm for internet based business models. IT governance frameworks support business/IT alignment but mostly follow a business-driven alignment paradigm. We identify characteristics of internet based business models and examine how the IT governance framework COBIT 5 can integrate these characteristics under consideration of a bi-directional business/IT alignment process. We reveal that requirements for internet based business models are not fully covered by the framework. Based on a structural description of internet based business models and the COBIT 5 Goal Cascade, we explain these specific requirements and propose a possible integration of a bottom-up alignment. With this work we provide guidance in the challenge of business/IT alignment for internet based business models and show pathways for IT governance frameworks to better support a bi-directional alignment.

Date: 2014
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