Today, we can observe a shift in consumer behavior where more products are being consumed online. For food or so called fast moving consumer goods it has taken longer to start this transition than for other industries such as books and electronics but now it is on the rise and it has been an overall increase of 30 to 37 % in the last couple of years. A continuous increase in e-commerce will most likely lead to major changes in the real estate industry as the retail industry will not be in need of physical stores to the same way as they are used today. In line with these structural changes new business models will be created that strikes out old ones.  The aim of this report is to account for the development of e-commerce within fast moving consumer goods (FMCG) and to evaluate the business models of the main traditional retailers. By comparing how retailer’s business models meet the underlying theory of consumers purchasing behavior online, the purpose is to explain what retailers will be successful in the future. To fulfil the aim of the report an examination has been made of relevant theories such as the theory of planned behavior and its key factors essential to run a successful business model for online retailing within FMCG. Apart from the theory of planned behavior, the business model of IKEA that has been proven to be successful, is used as a reference model. The research is restricted to two of our four main retailers in Sweden for food which is ICA and Bergendahls (City Gross). To answer the research questions a qualitative method has been used in the thesis by performing two case studies on ICA respectively Bergendahls with the collection of primary data in form of interviews, which have been complemented with secondary data. By comparing the business models of ICA and Bergendahls with the theoretical models and the reference object IKEA the purpose is to determine if they will be successful online or not. The key to having a successful business model and online platform is to focus mainly on the wired lifestyle and the customers attitude towards it, which is the most important factor affecting the consumers’ intention towards buying food online. Freshness and novelty are the second and third most important factors affecting the consumers’ intention towards buying food online and therefore shall these factors be the retailers next focus area. In order to pin point what is important for their business and to be able to focus on the right factors for being successful and gaining market shares the retailers should have a separate model for e-commerce. / Idag kan vi observera ett förändrat konsumentbeteende där fler produkter konsumeras online. För mat som hör till så kallade snabbrörliga konsumtionsvaror har det tagit längre tid att påbörja denna övergång mot e-handel i jämförelse med andra industrier så som böcker och elektronik, men denna förändring är nu på god väg och det har skett en övergripande ökning med 30 - 37% under de senaste åren. En kontinuerlig ökning av e-handel kommer sannolikt att leda till stora förändringar inom fastighetsbranschen eftersom att detaljhandeln inte kommer att behöva ha fysiska butiker i samma utsträckning. I linje med dessa strukturella förändringar skapas nya affärsmodeller som slår ut gamla. Syftet med denna rapport är att redogöra för utvecklingen av e-handel inom snabbrörliga konsumentvaror (FMCG) och att utvärdera affärsmodellerna hos de största detaljhandlarna. Genom att jämföra hur detaljisternas affärsmodeller uppfyller den underliggande teorin om konsumenters köpbeteende online, är syftet att förklara vilka återförsäljare som kommer att lyckas i framtiden sett till den nämnda teorin. För att uppfylla syftet med rapporten har relevanta teorier granskats så som teorin om planerat beteende och dess centrala faktorer som är nödvändiga för att driva en framgångsrik affärsmodell inom online-detaljhandel för snabbrörliga konsumentvaror. Förutom teorin om planerat beteende används affärsmodellen för referensobjektet IKEA som referensmodell på grund av IKEA:s framgång.  Forskningen är begränsad till två av de fyra största återförsäljarna av mat i Sverige vilka är ICA och Bergendahls (City Gross). För att besvara forskningsfrågorna har en kvalitativ metod använts i avhandlingen genom att utföra två fallstudier på ICA respektive Bergendahls med insamling av primära data i form av intervjuer, vilka kompletterats med sekundära data. Genom att jämföra ICA:s och Bergendahls affärsmodeller med de teoretiska modellerna samt med referensobjektet IKEA är syftet att bestämma om återförsäljarnas affärsmodeller kommer att bli framgångsrika online eller ej. Slutsatsen som nåtts är att nyckeln till att ha en framgångsrik affärsmodell och online-plattform är att fokusera främst på den uppkopplade livsstilen och kundernas inställning till den, vilket är den viktigaste faktorn som påverkar konsumenternas intention till att köpa mat online. Färskhet och nymodighet är den andra och tredje viktigaste faktorn som påverkar konsumenternas intention till att köpa mat online och därför bör dessa faktorer vara detaljhandlarens nästa fokusområde. Detaljhandlarna bör ha en separat affärsmodell för e-handel för att kunna precisera det viktigaste för deras affärer, kunna fokusera på rätt faktorer för att nå framgång och ta marknadsandelar.

Technological revolutions have occurred for markets and industries since the rise of organized communities and societies. In the past few years a technological revolution has been in process with the growth of digitalized markets. This has resulted in a shift of analog business becoming digitalized. Digitization is a structural change for industries and the Swedish economy is affected by it. This put a demand on many industries to adapt digitalized techniques, in order to stay competitive and survive this technical shift. Adapting to a technical revolution puts pressure on the business strategies and requires companies to model new ones. With the digitization, new requirements have arisen for companies to create new business models, value chains and ways of organizing activities, in order to manage the business strategies. Digitization has been seen to change innovation processes and some experts believe it will change whole markets. The accounting industry is one of the industries that has been seen to have a growth in digitalization and is expected to grow even more. The accounting industry is like many other industries are experiencing the need for a change due to digital technologies. Therefore, this study aims to investigate how digital accounting businesses could set up a general business model, in order to be a successfully digitalized business. This has been conducted through a multiple case study, with the aim to provide generalized findings of business model elements and barriers/facilitators for digitalization affecting the business model. The multiple case studies has been conducted through interviews with different accounting companies, that market themselves as digitalized actors. The findings of the research indicate that digitalization had a direct affect on how companies should strategically organize a business. Many of the implications on digitalized accounting will have direct impact on strategies, actions and processes. The digitalization will require company cultures, which are digitalization friendly. Some of the found results are: digitization will give accounting companies digital accounting tools, knowledge sharing and communication channels. It will put pressure on employees for having different knowledge than analogue businesses and more expertise skills. Digitalization it is estimated to affect the offerings provided to customers. The digitalization is also most likely to have key partners, targeted customer segment, cost structure and revenue streams specific for being digitalized. Digitalization of the accounting industry is likely to change the market from being a supplier driven to becoming demand driven and new actors with less accounting knowledge could get a opening for entering the market. And there are many barriers and a few facilitators for being a digitalized accounting business. This has been taken in consideration when mapping a general business model for a digital accounting firm in this report.

This thesis research analyzes why and how Software as a Service (SaaS) ventures can succeed or fail using the two forms of free business models: freemium and free based on a multi-sided platform. Software as a Service ventures nowadays need a strong market presence and visibility to be financially sustainable, and that is why they are constantly innovating methods to reach solvency. Many of those companies chose free business models to reach that market presence and economic growth. Academic research in this subject is very limited, and there is no framework or guide that shows how companies using these business models can succeed. The aim of this research is to address that gap and determine the key factors that lead to success for ventures using these business models. The researchers‘ approach of understanding, analyzing and deciphering these business models stands on a qualitative open-ended research strategy with case studies, backed by interviews of companies using these business models. The findings are based on the gathered and analyzed data from the case studies and the interviews. The result of this research is the classification of key factors in three major groups: Customers, Development Strategy, and Business Sustainability. This research expands the information and understanding in the field of business models, and more precisely freemium and free based on a multi-sided platform. Also, it demonstrates that both free business models can be a viable choice for SaaS ventures.

Research question: How can B2B companies achieve sustainable business models by implementing SDG 8? Purpose: The main purpose of this research paper is to contribute to the understudied areas within sustainable development. The paper wishes to carry this out by looking into the ways in which business-to-business companies can achieve sustainable business models. The paper aims to study the achievement of sustainable business models via the implementation of Sustainable Development Goal 8. Method: An abductive approach was adopted in thematic analysis, starting with data collection from observations and interviews and subsequently identifying emerging codes to establish connections between different data sources. In our exploratory multiple case study, we conducted semi-structured interviews with managers from three B2B companies to address our research question. Conclusion: With the help of prior research and theoretical literature within the field of study, the research conducted presented a number of interesting findings. The study found evidence to suggest that the achievement of sustainable business models is dependent on the inclusion of socio-environmental values into the business model of a company

Purpose - The aim of the study is to further bridge the gap regarding adoption of Circular Business Models (CBM) more specifically in this case, the barriers to the adoption of Green Steel CBMs, and how Business Models (BM) can be configured for the adoption of Green Steel CBMs. Method - The research questions in the study were answered through a thematic analysis based on a three-phase data collection consisting of two informal meetings with industry specialists and 25 semi-structured interviews, followed by eleven additional interviews from a Green Steel conference to validate the findings of the semi-structured interviews. Findings - The analysis of the interviews resulted in eight identified barriers towards Green Steel CBM adoption, and eight enabling factors for the configuration of BM components specified for Green Steel CBM adoption. Furthermore, the findings present a framework showcasing how to utilize the enabling factors to overcome the barriers for the facilitation of CBMs in the steel industry.  Theoretical contribution – The study contributes to existing literature by providing a steel industry perspective on the barriers for the adoption of CBMs and presenting a framework for the configuration of BMs to overcome the barriers. The study further contributes with managerial insights to the literature towards the Green Steel transition, in contrast to the existing technical perspectives that previously has been conducted. Practical contribution - The study offers practical guidance for decision-makers in the steel industry and other industries undergoing similar transitions. The framework work as guidance for the configuration and adoption of Green Steel CBMs, highlighting the role of collaborations between stakeholders to enable new revenue streams and economic opportunities. Limitation and future research – The study was conducted with a restricted number of interviews and geographical reach, making the generalizability of the study limited. Future research could broaden the scope to include perspectives from additional regions, industry segments and stakeholders. / Syfte - Syftet med studien är att överbrygga kunskapsgapet gällande adopteringen av cirkulära affärsmodeller, mer specifikt i detta fall, barriärer för adopteringen av cirkulära affärsmodeller för Grönt Stål och hur affärsmodeller kan konfigureras för adopteringen av affärsmodeller för Grönt Stål. Metod - Forskningsfrågorna i studien besvarades genom en tematisk analys baserad på en datainsamling i tre faser bestående av två informella möten med branschspecialister och 25 semistrukturerade intervjuer, följt av elva intervjuer från en konferens om Grönt Stål för att validera resultaten av de semistrukturerade intervjuerna. Resultat - Analysen av intervjuerna resulterade i åtta identifierade barriärer för adopteringen av cirkulära affärsmodeller för Grönt Stål, samt åtta möjliggörande faktorer för konfigurationen av affärsmodells komponenter som specificerats för adopteringen av cirkulära affärsmodeller för Grönt Stål. Ytterligare presenteras resultaten i ett ramverk som visar hur man kan använda de möjliggörande faktorerna för att övervinna barriärerna och främja cirkulära affärsmodeller i stålindustrin. Teoretiskt bidrag – Studien bidrar till befintlig litteratur genom att tillhandahålla ett stålindustriperspektiv på barriärerna för adopteringen av cirkulära affärsmodeller och presentera ett ramverk för konfigurationen av affärsmodeller för att övervinna barriärerna.  Praktiskt bidrag - Studien ger praktisk vägledning för beslutsfattare inom stålindustrin och andra industrier som genomgår liknande omställningar. Ramverket fungerar som vägledning för konfigurationen och adopteringen av cirkulära affärsmodeller för Grönt Stål, och belyser rollen av samarbeten mellan intressenter för att möjliggöra nya affärsmöjligheter.  Avgränsningar och framtida studier – Studien genomfördes med ett begränsat antal intervjuer och geografisk räckvidd, vilket gjorde studiens generaliserbarhet begränsad. Framtida forskning skulle kunna bredda omfattningen till att inkludera perspektiv från ytterligare regioner, branschsegment och intressenter.

Platforms have become one of the most important business logics in the last twenty years and have enabled unprecedented rapid growth for various companies. This the-sis begins with an overview of the state of research on platforms, business models, servitization and recurring revenue models. The third chapter then presents the meth-ods used in the individual studies. Subsequently, the fourth, fifth, and sixth chapters of the thesis present the results of the empirical research from the three field studies. Field Study I (chapter four) reveals three business model patterns of IoT platforms that could be identified in the machinery and equipment industry. In field study II (chapter five) the results from field study I are then taken into account and with the help of a qualitative approach are investigated deeper. As a consequence of this re-search, a business model continuum emerged along which companies with IoT plat-forms move as they increasingly integrate services into their portfolio of offerings and evolve the business model from a linear to a platform-oriented logic. Finally, field study III (chapter six) takes an in-depth look at the issue of recurring revenues. Com-panies with a platform logic transform their business model in the area of the profit equation in such a way that they generate predominantly recurring revenues in order to construct a more resilient business model that is secure against crises. In addition to a summary of the results, this dissertation outlines the theoretical and managerial implications obtained during the empirical work and concludes with future research and opportunities of this work.:Academic Curriculum Vitae of the author II Bibliographic description III Foreword IV Table of contents VI List of abbreviations IX List of tables X List of figures XI 1. Motivation 1 1.1 Emergence of platforms 1 1.2 Managerial importance 6 1.3 Theoretical importance 15 1.4 Research gap and question 17 1.5 Structure of the thesis 19 2. Research approach 24 2.1 Research process 24 2.2 Research methodologies 25 2.3 Reference on publications 26 3. Theoretical Background 28 3.1 Platforms 29 3.1.1 Platform definition, concepts, and typologies 37 3.1.2 Foundational elements of platforms 41 3.2 Business models 45 3.2.1 Definition 55 3.2.2 Business model concepts 56 3.2.3 Holistic view 57 3.2.4 Component view 59 3.2.5 Business model innovation 61 3.2.6 Platforms as business models 63 3.3 Servitization 65 3.3.1 Servitization definition and concepts 73 3.3.2 Digital servitization 76 3.4 Types of recurring revenues – Capturing value within service- and platform-oriented business models 78 3.4.1 Definition, characteristics, types and (dis-)advantages of recurring revenues 79 3.4.2 Approaches to the integration of recurring revenues in companies 82 3.4.3 The Hockey Stick - revenue growth model 83 4. Field Study I: Clustering business model innovations in product-oriented companies enabled by a platform approach 86 4.1 Empirical context, research approach and question 86 4.2 Quantitative survey to identify patterns of business model innovations 87 4.2.1 Research method 87 4.2.2 Results of business model innovation patterns 94 4.3 Discussion 97 4.3.1 Theoretical contributions 97 4.3.2 Managerial contributions 100 5. Field Study II: Exploring different development stages of platform-oriented business models 102 5.1 Empirical context, research approach and question 102 5.2 Case studies to gain deeper insights into the business model innovation patterns 103 5.2.1 Case study method 103 5.2.2 Case studies for the three BMI patterns 105 5.3 Discussion 122 5.3.1 Theoretical contributions 122 5.3.2 Practical contributions 126 6. Field Study III: There is more than one Hockey Stick - Growth trajectories for businesses with recurring revenues models 127 6.1 Empirical context, research approach and question 127 6.2 Growth trajectories for recurring revenue models 130 6.2.1 Empirical evidence for the Hockey Stick (Step 1) 130 6.2.2 Empirical evidence for growth trajectories of recurring revenue (Step 2) 134 6.2.3 Discriminating factors of recurring revenue growth trajectories (Step 3) 136 6.2.4 Growth trajectories 139 6.3 Contributions 148 7. Conclusion 151 7.1 Summary of the results 152 7.1.1 Summary of Field Study I 153 7.1.2 Summary of Field Study II 155 7.1.3 Summary of Field Study III 158 7.2 Implications for research 160 7.2.1 Field Study I 162 7.2.2 Field Study II 164 7.2.3 Field Study III 165 7.2.4 Overarching theoretical implications 166 7.3 Implications for management practice 168 7.4 Future research opportunities 171 Bibliography 175 Appendix 209 Resume of the author in table form 240 Declaration of academic integrity 245 Declaration of origin 245

The thesis focuses on the integration of sustainability in the early stages of startups by developing a new framework. Given the resource constraints and focus on viability, it might be difficult for startups to consider sustainability at these early stages. A literature review revealed a lack of information on this subject. The research investigates the sustainability-related challenges startups face, identifies factors for sustainable business models using expert interviews and literature review. Due to the lack of information related to sustainable early stages start-ups, the author analyses basic principles related to start-ups and sustainability. The author looks into holistic approach to sustainability since a fragmental approach to sustainability risks harming the ecosystem while improving some metrics without systemic overview. Life-centred design is an emerging design approach that focuses on the well-being of all life forms and the health of our planet, thus making a shift from just human-centred design. The life-centred design was taken into consideration since it covers different aspects of sustainability as well as ethics and provides practical guidance for the designing process. Based on literature review and expert interviews the framework was formulated. The developed solution was tested with three early-stage startups, providing practical insights. The author analyses the findings and concludes that start-ups which have sustainability as a core value proposition are already sustainable and their sustainable impacts potentially scales with their product growth. At the same time for these types of start-ups it’s vital to consider additional value for the customer apart from sustainable value. For the start-ups with core value not directly related to sustainability, the sustainability can be embedded within a lean approach and aligning sustainability with their business goals if it doesn't require sacrificing limited resources such as money. Finally, the author suggests tools that raise awareness of participants and can be useful for holistic picture, based on findings during the workshop.

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There has been an increase in research on the internationalization of so-called born-globalfirms. However, this research primarily focused on the internationalization process duringcalmer times. So far, little attention has been paid to internationalization during times of crisis.Especially for the recently happened COVID-19 crisis, research on the implications for bornglobal internationalization has been neglected. Nonetheless, born-global firms face manyliabilities in their internationalization processes, even getting more severe in times of crisis.This study aims to fill the existing knowledge gap by examining the internationalization ofSwedish born-global firms and their challenges due to COVID-19. Finally, we seek to makerecommendations for firms and entrepreneurs on how to cope with those hurdles.This research was conducted using qualitative semi-structured interviews with the founders orco-founders of six Swedish companies that fit the specifics of a born-global firm.The empirical findings show that all firms internationalize quickly abroad by using variousstrategies. While some follow relatively gradual approaches, others internationalize withintheir home regions or globally from the beginning. Also, the firms faced challenges due toilliquid customers, funding issues, or impeded networking. On the other hand, many companiescould discover new opportunities due to the crisis that supported their survival in abroadmarkets. Herewith the digital infrastructure and being online was distinctive. Eventually, it waspossible to conclude supportive behavioral patterns for entrepreneurs and firms when facingcrises.

The purpose of this study was to explore the required criteria for sharing an electric machine and explore how PSS as a BM could be adapted to share an electric machine. This resulted in the following research questions: 1. From the customers’ perspective, what are the criteria for changing the ownership of an electric machine?  2. How could PSS as a business model be adapted to share an electric machine?  This study was of a qualitative nature based on an abductive approach. This enabled interaction between the theoretical framework and empirical findings. The theory was mainly based on scientific articles and the study was limited to investigating one organisation, which is described as a case study. Empirical data collection was conducted through five semi- structured interviews with customers from Industry A and three unstructured interviews with employees from the case organisation.   In the first research question, the most discussed and mentioned criteria from the customers during the semi-structured interviews were the economic gain, service quality, and accessibility. In the second research question, scenario 3, out of the five presented scenarios, is the one that could mostly be adapted to share an electric machine.