Developing a digital maturity model for manufacturing companies
Keitaanniemi, Erik (2023)
2023
Tietojohtamisen DI-ohjelma - Master's Programme in Information and Knowledge Management
Johtamisen ja talouden tiedekunta - Faculty of Management and Business
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Hyväksymispäivämäärä
2023-10-25
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:tuni-202309258446
https://urn.fi/URN:NBN:fi:tuni-202309258446
Tiivistelmä
Digitalization of the manufacturing industry has been a subject of great interest for both the academics and practitioners in the past years. The complexity of digitalization has brought along the problem of measuring the level of digitalization inside organizations. Maturity models have been offered as one solution to this problem. The objective of this thesis was to design and develop a digital maturity model for a Finnish automation solution provider. The goal was to develop a model that can be used to assess the digital maturity of the possible customers of the case company and create value for both the case company and the company being assessed.
The research was divided into four distinct sections. First, a literature review was conduct-ed about digitalization in the manufacturing industry as well as maturity models. After that, the theory for designing the maturity model and requirements from both the literature and business setting were introduced. The requirements and theory were then combined to form a maturity model with the purpose of gaining a better understanding of the possible customer’s state of digitalization. After designing the digital maturity model, it was tested with selected companies. Last part of the thesis consists of interviews of the industry experts in the case company to gain a better understanding of the benefits a maturity model can bring for both the case company and its possible customers.
The maturity model was found to be fit for the purpose of working as a starting point for conversations with possible customers. The possible benefits of conducting the maturity assessment of possible customers for the case company were divided into three groups: sales, marketing and communications, and offering development. The digital maturity model was found to be a helpful tool for sales representatives in the early phases of the sales process. In marketing & communications it was found that the digital maturity model could help in targeting marketing and communication activities based on the digital maturity of companies. In offering development it was discovered that the digital maturity model could help the case company develop its offering portfolio when enough response data is collected. The digital maturity model was also found to have value for the possible customers via benchmarking data.
The research was divided into four distinct sections. First, a literature review was conduct-ed about digitalization in the manufacturing industry as well as maturity models. After that, the theory for designing the maturity model and requirements from both the literature and business setting were introduced. The requirements and theory were then combined to form a maturity model with the purpose of gaining a better understanding of the possible customer’s state of digitalization. After designing the digital maturity model, it was tested with selected companies. Last part of the thesis consists of interviews of the industry experts in the case company to gain a better understanding of the benefits a maturity model can bring for both the case company and its possible customers.
The maturity model was found to be fit for the purpose of working as a starting point for conversations with possible customers. The possible benefits of conducting the maturity assessment of possible customers for the case company were divided into three groups: sales, marketing and communications, and offering development. The digital maturity model was found to be a helpful tool for sales representatives in the early phases of the sales process. In marketing & communications it was found that the digital maturity model could help in targeting marketing and communication activities based on the digital maturity of companies. In offering development it was discovered that the digital maturity model could help the case company develop its offering portfolio when enough response data is collected. The digital maturity model was also found to have value for the possible customers via benchmarking data.