Systemic rationalization 4.0. How competition and business models are shaping digitalization in retail, logistics and financial services

Abstract

The social, political and scientific discourse on digitalization is characterized by the misleading image of a disruptive technological push that enables technological developments in the economy that were unthinkable until recently and that threatens many jobs and entire occupational fields. Interpretations offered by the social sciences also provide only unsatisfactory answers for the current constellation, as they often make rather sweeping and deterministic claims about the change in corporate strategies and business models. This article argues that the changes currently taking place should not be interpreted as a technology-driven upheaval, but rather as industry-specific developments of systemic rationalization. Based on the authors’ own empirical findings, it is argued that the actual driver of digitalization and the purpose of using digital technologies is the attempt to optimize and control market relations and competitive processes, which are primarily driven by the specifics of the respective industries – in this case: retail, logistics, financial and insurance services.