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Cloud Enabled Business Model Innovation: Gaining Strategic Competitive Advantage as the Market Emerges

Jacques Brook, Vincent Feltkamp and Martin van der Meer
Additional contact information
Jacques Brook: Maastricht School of Management, P.O. Box 1203, Maastricht, 6201 BE, The Netherlands. E-mail brook@msm.nl
Martin van der Meer: IBM Global Technology Services Benelux, Amstardam, The Netherlands. E-mail meerm@nl.ibm.com

No 2012/49, Working Papers from Maastricht School of Management

Abstract: Previous studies present an extensive coverage of cloud computing as a disruptive technology. Building from these studies, the aim of this research was to gain more understanding of the innovation of the business model of customers as a result of adopting cloud service delivery models. Our findings suggest that the market of cloud service delivery models is in an emerging stage. Customers are selective as they focus on the fit between cloud service delivery models and the nature of activities within their organizations. Our findings also suggest that the adoption of cloud delivery models lead to the innovation of the business model of customers. However due to the fact that the market structure is in an emerging stage and the maturity of cloud technology is evolving, a co-evolution of the variables of the business model is expected to lead to the refinement of the business model innovation over time.

Keywords: Cloud service delivery models; emerging market; business model innovation; technology innovation; strategic competitive advantage (search for similar items in EconPapers)
Pages: 17 pages
Date: 2012-11
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