University of Oulu

Pikkarainen, M., Koivumäki, T., and Iivari, M. (2020), Seizing the Business Opportunities of the MyData Service Delivery Network: Transforming the Business Models of Health Insurance Companies, Vol. 8, No. 2, pp. 39-56.

Seizing the business opportunities of the MyData service delivery network : transforming the business models of health insurance companies

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Author: Pikkarainen, Minna1; Koivumäki, Timo2; Iivari, Marika3
Organizations: 1Martti Ahtisaari Institute, Oulu Business School and the Faculty of Medicine, University of Oulu, and VTT Technical Research Centre of Finland
2Martti Ahtisaari Institute, Oulu Business School, University of Oulu
3Oulu Business School, P.O. Box 4600, 90014 University of Oulu, Finland
Format: article
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 1.3 MB)
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Language: English
Published: Aalborg University, 2020
Publish Date: 2020-08-21


Purpose: This paper discusses how personal data-driven service delivery networks based on MyData phenomenon may impact and transform the business models and offer new kinds of business opportunities especially for health insurance business

Design/Methodology/Approach: This research is a case study / empirical

Findings: This study demonstrates how health insurance organizations are heading towards acting as active mem-bers of human centric, collaborative service delivery networks. The biggest opportunity transformation from trans-action based to service-based businesss

Research limitations/implications: As the use of personal data is still a paradigm in Europe, the results of this study address the potential use and implications and cannot be validated through large-scale empirical studies.

Practical Implications: This research highlights how companies should build adaptable service architecture that are easily connected or disconnected from the other organizations in their business ecosystems in order to allow smooth data usage and sharing. The service delivery network approach may offer insurance companies the needed structure and role in the emerging MyData business.

Originality/value: This study contributes to the discussion of data-driven business models via an emergent phe-nomenon. Especially in occupational healthcare sector, use of personal data can open up new kinds of business op-portunities with networked or ecosystemic business models.

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Series: Journal of business models
ISSN: 2246-2465
ISSN-E: 2246-2465
ISSN-L: 2246-2465
Volume: 8
Issue: 2
Pages: 39 - 56
Type of Publication: A1 Journal article – refereed
Field of Science: 512 Business and management
Copyright information: © 2020 The Authors. Attribution-NonCommercial-NoDerivs 3.0 Unported (CC BY-NC-ND 3.0).