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<p>Today, companies are facing the challenge of multiple transformations. However, these transformations also bring immense opportunities and synergetic potential. The strategic combination of sustainable and digital transformation, known as twin transformation, is considered the foundation for long-term corporate success. However, there has been a&#xa0;lack of research on Twin Transformers from a&#xa0;business model perspective. This paper addresses this research gap by identifying the digital and sustainable components in Twin Transformer business models and examining their interaction in the development of new business models. A&#xa0;case study-based approach is used to analyze the business models, based on publicly available information from four Twin Transformers (Schneider Electric, Kering, SAP, Novo Nordisk). The results show that Twin Transformers adopt modular business models in which digital and sustainable components are strategically integrated, with data serving as the central link between digitalization and sustainability. The business models include hybrid value propositions consisting of physical products, digital services, and data-driven solutions, sustainable and digital value creation processes, and innovative revenue models such as servitization and circular economy approaches. The article provides a&#xa0;deeper understanding of Twin Transformers and their business models.</p>

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Building Tomorrow’s Business Models: Twin Transformation als Fundament zukunftsfähiger Geschäftsmodelle

  • 期刊论文

  • 发表日期：

    2026年1月21日

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  • Moritz Paulus,
  • Annika Wilhelm,
  • Daniela Podevin,
  • Nicolas Hellbrück,
  • Tobias Greff

摘要

Today, companies are facing the challenge of multiple transformations. However, these transformations also bring immense opportunities and synergetic potential. The strategic combination of sustainable and digital transformation, known as twin transformation, is considered the foundation for long-term corporate success. However, there has been a lack of research on Twin Transformers from a business model perspective. This paper addresses this research gap by identifying the digital and sustainable components in Twin Transformer business models and examining their interaction in the development of new business models. A case study-based approach is used to analyze the business models, based on publicly available information from four Twin Transformers (Schneider Electric, Kering, SAP, Novo Nordisk). The results show that Twin Transformers adopt modular business models in which digital and sustainable components are strategically integrated, with data serving as the central link between digitalization and sustainability. The business models include hybrid value propositions consisting of physical products, digital services, and data-driven solutions, sustainable and digital value creation processes, and innovative revenue models such as servitization and circular economy approaches. The article provides a deeper understanding of Twin Transformers and their business models.