University of Oulu

Huhtala, T., Pikkarainen, M., and Saraniemi, S. (2019), Exploring Potential Changes in the Business Model: The Impacts of Using Human-Centered Personal Data As A Resource Vol. 7, No. 2, pp. 51-70

Exploring potential changes in the business model : the impacts of using human-centered personal data as a resource

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Author: Huhtala, Tero1; Pikkarainen, Minna1; Saraniemi, Saila1
Organizations: 1Oulu Business School
Format: article
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 0.3 MB)
Persistent link:
Language: English
Published: Aalborg University, 2019
Publish Date: 2019-10-02


Purpose: Services are evolving from generic to personalized, and the reverse use of customer data has been discussed in both academia and industry for the past few years. The aim of this study is to understand how personal data is working as a resource for business model transformation in emerging service ecosystems.

Design/methodology/approach: The primary data was gathered over the time in the recorded and transcripted workshops, in which future personal data-based services were conceptualized by analyzing future scenarios from a business perspective.

Findings: The results have implications to theory and practice, indicating that adopting personal data management principles requires transformation of the business model, which, if successfully managed, may provide access to more resources, potential to offer better value, and additional customer channels.

Research limitations/implications: Being a single case study imposes restrictions to the generalizability of the results. Expanding the scope of this study to include actors from different sectors would improve the validity of the research.

Social implications: The study views the future business landscape with human centered personal data management lenses. The exploration of the effects of an approach that benefits both people and businesses provides a positive societal aspect.

Originality/value: While a few studies have examined the linkage between business models and personal data usage, no empirical studies have looked at how a company should change their business model due to new data access. This paper shows one way to think about this issue.

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Series: Journal of business models
ISSN: 2246-2465
ISSN-E: 2246-2465
ISSN-L: 2246-2465
Volume: 7
Issue: 2
Pages: 53 - 63
DOI: 10.5278/ojs.jbm.v7i2.2482
Type of Publication: A1 Journal article – refereed
Field of Science: 113 Computer and information sciences
512 Business and management
Funding: This study was a part of a Tekes (Finnish Funding Agency for Innovation)-funded Digital Health Revolution (DHR) project, which made collaboration with the case companies possible, allowing us to collect data with several methods such as meetings and workshops. Sincere thanks to the active case companies and all the other colleagues from our DHR project.
Copyright information: © 2019 The Authors. Articles published in Journal of Business Models follow the license Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported (CC BY-NC-ND 3.0)