Digital business models: an evolutionary perspective on how digital technologies shape ecosystems

The concept of digital business models has garnered growing attention, reflecting its centrality in contemporary business strategy and innovation. The study examines the evolution of digital business model literature, specifically focusing on firms adopting shaping-oriented strategies within digital ecosystems. Building upon established literature review methodologies, the study identifies three distinct phases of transformation: the early recognition of digital disruption in traditional industries, the proliferation of digital platforms and interconnected ecosystems, and the integration of advanced digital technologies into business models to enhance value creation and revenue generation. The findings contribute to a deeper understanding of how firms adapt to and influence digital landscapes, addressing gaps in historical and conceptual analyses of shaping-oriented firms in digital ecosystems. The study offers insights into the interplay between technological advancements, business model innovation, and strategic positioning in competitive digital environments.