Dynamic strategic modeling for alliance-driven data platforms: The case of smart farming

The increasing availability of data offers opportunities for advancing business models, e.g., by combining hardware sales with value-added services. Besides platform companies aiming for a dominant market position, other configurations are relevant especially in contexts of highly qualified smaller enterprises in the industrial sector, where players in alliance-driven platforms cooperate to jointly create and capture value. The challenge is to identify and assess these opportunities early on. In this paper, we propose the combination of strategic modeling and setting control points to support organizations in adjusting and evaluating possible business models. Our approach was initiated in an extensive case study in the agriculture industry, yet we are confident that the results are transferable to other industrial areas with emerging alliance-driven data platforms.