DIGITALIZATION AS IGNITOR FOR BUSINESS MODEL TRANSFORMATION IN THE CHEMICAL DISTRIBUTION INDUSTRY

Abstract

Digitalization is seen as one of the biggest megatrends in the 21st century. Companies in the industrial B-2-B value chain are entering into the new age of Industry 4.0 where corporations, interactions and processes become very smart. This is also true for the chemical value chain. Hereby digitalization will impact the chemical industry in three ways: (1) by improving the business processes of companies, (2) by optimizing existing and inventing new business models, (3) by changing power patterns in the chemical value chain. Chemical 3rd party distributors as integral part of this value chain navigate slowly through this digital journey to optimize internal operations whereas their customers, suppliers and e-commerce platforms move much faster. This research paper aims to shed light on the question how to manage the impact of digitalization on companies' business model and its operating model with focus on sales and marketing activities in the chemical distribution industry. Especially the success factors and challenges in terms of digital transformation will be explored.