عنوان مقاله [English]
Objective: The concepts of customer value creation, organizational networks and open innovation have emerged in recent years and open business models brought a greater attention to these studies due to their emphasis on collaboration. Open business models are defined as models in which collaboration plays a vital role in creating and capturing value in organizations. The lack of a research which determines open business models and recognizes their maturity creates a necessity to write this article to recognize maturity model for openness of business model in Iranian banking industry. with the purpose of addressing this matter in the Iranian banking section. For attaining the above objectives, first, the distinguishing factors of open and close business models are identified and later, the stages of the maturity of open business model in the intended industry will be examined. Finally, in order to help banks, identify the maturity stage of their organization, the characteristics of each of these stages are studied.
Methodology: To achieve this goal, the present research is conducted in two phases. In the first phase, a systematic literature review is conducted in a one-year cycle. First, the research question is developed after specifying the subject of study. Second, the research protocol, and then, an appropriate mental model is designed. Accordingly, the comprehensive and systematic search begin throughout the literature and 303 studies are taken into account. After classifying, screening, and measuring their quality (methodological assessment based on PRISMA Statement), 30 studies are finally examined in depth (through a detailed review of their abstracts, introduction, methodology, and results) and the required data is collected. Then, at the last step, the obtained data is classified, codified (using open coding method on Microsoft Excel) synthesized and finally, summarized. In the second phase, based on the results of the first phase, using the Grounded theory and data collection through interviews with 14 top managers with experience and knowledge in the field of business models of the banking industry, maturity model of open business models in the Iranian banking industry is designed.
Finding: In general, all the factors that distinguish between open and close business model can be classified into four main categories of value proposition, value creation, value capture and value network. Each category also includes a number of subcategories and codes. A total of 4 categories, 13 sub-categories and 48 codes make up the factors that play a role in developing maturity model of business model openness. Also, the classification of business models of the Iranian banking industry in terms of openness into three categories of closed business models, semi-open business models and open business models has been another finding of this article.
Conclusion: The result of this research is a schematic model which, while identifying the distinguishing factors of business models from the perspective of openness in the banking industry, explains the stages of maturity of business models and the characteristics of each of these stages.