Implementing a data-driven business model and culture – A case from the pharmaceutical industry
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Journal Title
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Volume Title
School of Business |
Master's thesis
Authors
Date
2023
Department
Major/Subject
Mcode
Degree programme
Information and Service Management (ISM)
Language
en
Pages
62+1
Series
Abstract
This master’s thesis examines the implementation of a data-driven business model and culture in the pharmaceutical industry, with a focus on investigating the topic from an organizational context. This thesis aims to discuss key enablers and factors contributing to successful implementation such as change management and employee training backed up by continuous investments, in addition to identifying common challenges in implementation. The research methodology includes deep-dive interviews conducted in the local affiliate of a global pharmaceutical company, contributing to the novel, yet growing field of empirical DDBM research. Findings in this study validate existing literature on the topic in terms of the importance of change management, secure data infrastructure, talent recruitment, training on particularly digital skills, privacy and the iterative nature of DDBM development, which includes elements of continuous development and a step-by-step approach. This thesis contributes to understanding what DDBMs are, how they are implemented in the pharmaceutical industry, and the potential benefits and challenges that may occur in the process.Description
Thesis advisor
Koskinen, KariKeywords
data-driven business model, implementation, change management, pharmaceutical Industry