ABSTRACT

Information and communication technologies (ICTs) are providing new scenarios for companies that were previously not possible, requiring companies to reformulate or create new business models. The big challenge for managers is to make sure their organizations are ready for this digital transformation. Some authors consider that business models are not enough to analyze these new scenarios. The purpose of this research is to evaluate whether business models are capable of evaluating the scenarios of digital transformation. For the research methodology, we use the attributes of business models as indicators. In the bibliographic research, we find the frameworks presented by Kübel and Zarnekow. The first examines the proposed dimensions of value, architecture, network, and finance, and the second examines the attributes on platforms and marketplaces. The sample was three digital IT services companies using platforms or marketplaces. The results showed that business models are able to identify the following elements: value proposition, which refers to how organizations create value for their customers; and value architecture, which represents how an organization's capabilities and core competencies are configured to create and deliver value to customers. The contribution is to demonstrate how business models are able to analyze the scenarios of digital transformation through business models.