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Business/IT Alignment in Two-Sided Markets: A COBIT 5 Analysis for Media Streaming Business Models

Business/IT Alignment in Two-Sided Markets: A COBIT 5 Analysis for Media Streaming Business Models

Yannick Bartens, Hashim Iqbal Chunpir, Frederik Schulte, Stefan Voß
Copyright: © 2020 |Pages: 24
ISBN13: 9781522596158|ISBN10: 1522596151|EISBN13: 9781522596165
DOI: 10.4018/978-1-5225-9615-8.ch051
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MLA

Bartens, Yannick, et al. "Business/IT Alignment in Two-Sided Markets: A COBIT 5 Analysis for Media Streaming Business Models." Sustainable Business: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, IGI Global, 2020, pp. 1123-1146. https://doi.org/10.4018/978-1-5225-9615-8.ch051

APA

Bartens, Y., Chunpir, H. I., Schulte, F., & Voß, S. (2020). Business/IT Alignment in Two-Sided Markets: A COBIT 5 Analysis for Media Streaming Business Models. In I. Management Association (Ed.), Sustainable Business: Concepts, Methodologies, Tools, and Applications (pp. 1123-1146). IGI Global. https://doi.org/10.4018/978-1-5225-9615-8.ch051

Chicago

Bartens, Yannick, et al. "Business/IT Alignment in Two-Sided Markets: A COBIT 5 Analysis for Media Streaming Business Models." In Sustainable Business: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, 1123-1146. Hershey, PA: IGI Global, 2020. https://doi.org/10.4018/978-1-5225-9615-8.ch051

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Abstract

Business/IT alignment can be considered a key challenge in IT governance and becomes especially important in IT-heavy and internet based business models. Recent discussions express the need for a bi-directional paradigm for internet based business models. IT governance frameworks support business/IT alignment but mostly follow a business-driven alignment paradigm. We identify characteristics of internet based business models and use the case of streaming to examine how the IT governance framework COBIT 5 can integrate these characteristics under consideration of a bi-directional business/IT alignment process. We reveal that requirements for streaming business models may not be fully covered by the framework. Based on a structural description of internet based business models and the COBIT 5 Goal Cascade, we explain these specific requirements and propose a possible integration of a bottom-up alignment. With this work we provide guidance in the challenge of business/IT alignment for internet based business models and show pathways for IT governance frameworks to better support a bi-directional alignment.

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