The Multimodal Business Activity Model: A tool to classify business activities to support decision-making in digital transformation

Albert Sprokholt*, Lotte Nieuwmeijer, Nico Brand, Inge Van De Weerd

*Corresponding author for this work

Research output: Contribution to journalConference articleAcademicpeer-review

Abstract

In this paper, we present the Multimodal Business Activity Model to guide digital transformation journeys. Research shows that there is a lack of suitable tools to support the strategic side of digital transformation. The MBAM is a strategic model that supports digital transformation by classifying business activities according to the degree of differentiation and exposure to the dynamics of its environment. The model helps decision-making on digital transformation and serves as a conversational tool to align all stakeholders involved. The MBAM has been developed in practice and through this research successfully evaluated in several workshops with practitioners working in the field of digital transformation.

Keywords

  • Activity-based Perspective
  • Differentiation
  • Digital Transformation
  • Dynamics
  • Multimodal Business Activity
  • Strategy

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