Lebenslauf:

Berufserfahrung

• Seit März 2019: Wissenschaftlicher Mitarbeiter am Lehrstuhl für Wirtschaftsinformatik und Softwaretechnik (Lehrstuhlinhaber: Prof. Dr. Stefan Eicker) an der Universität Duisburg-Essen 
• August 2015 - Februar 2019: Leiter Digitale Medien, con|energy agentur GmbH
• Juli 2010 - Juli 2015: Senior Consultant, con|energy agentur GmbH
• August 2008 - Juni 2010: Consultant, con|energy ag
• Februar 2002 - Juli 2008: Projektleiter Webentwicklung, con|energy ag
• Januar 2001 - Januar 2002: Softwareentwickler, Energieportal GmbH & Co. KG
• Juni 2001 - März 2009: Geschäftsführender Gesellschafter, ARW Multimedia GbR
• März 1999 - Dezember 2000: Webentwickler, con|energy ag

Studium

• Virtueller Weiterbildungsstudiengang Wirtschaftsinformatik (VAWi, M. Sc.), Universität Duisburg-Essen
• Systems Engineering (B. Sc.), Universität Duisburg-Essen, Schwerpunkt: Business Systems Engineering

Forschungsgebiete:

• Ecosystems, Value Networks, Digital Business Models
• Fintech, E-Commerce
• Internet of Things (IoT)

Publikationen:

• Wulfert, Tobias; Woroch, Robert; Strobel, Gero: Follow the flow: An exploratory multi-case study of value creation in e-commerce ecosystems. In: Information & Management, Jg. 61 (2024) Nr. 8. doi:10.1016/j.im.2024.104035BIB DownloadKurzfassungDetails

  Platform-based ecosystems dominate e-commerce, generating value through participant growth and resulting network effects. However, research has lacked any conceptualization of value creation in e-commerce ecosystems. This paper fills this gap by providing a theoretically grounded and empirically validated conceptualization of value creation and exchange, including roles, value creation activities, and value flows among participants. The model integrates insights from a systematic literature review and a multi-case study of ten leading e-commerce ecosystems. Furthermore, an extension to the e3-value notation is proposed by introducing ecosystem segments, allowing for a higher level of abstraction of meta-roles and individual ecosystem participants.

• Muschkiet, Michel; Wulfert, Tobias; Woroch, Robert; Strobel, Gero; Banh, Leonardo: Unleashing the digital building bricks - A smart service taxonomy for retail. In: Electronic Markets, Jg. 2023 (2023) Nr. 33. doi:10.1007/s12525-023-00666-zVolltextBIB DownloadKurzfassungDetails

  The increasing online competition, associated changes in customer behaviors, and effects of the pandemic in recent years have led to increasing retail store closures. This development has given rise to a downward spiral in terms of a decreasing attractiveness of local shopping places and a further reduction of stores. Research has recognized that smart services can unleash the potential to compensate for the competitive disadvantages of physical retailers by combining tailored physical and digital offerings to enhance customer-oriented value creation. However, most approaches are limited to in-store services without addressing the wider shopping experience in retail surroundings. Therefore, this paper provides a classification framework for smart services in retail evaluated against 163 use cases, as well as six service archetypes. This work contributes to understanding relevant service design elements and proposes applying the idea of a holistic customer experience to service design in physical retail environments.

• Wulfert, Tobias; Woroch, Robert; Strobel, Gero; Schoormann, Thorsten; Banh, Leonardo: Unboxing the Role of E-Commerce Ecosystems to Address Grand Challenges. In: AIS (Hrsg.): ECIS 2023 Research Papers. Kristiansand, Norway 2023. VolltextBIB DownloadKurzfassungDetails

  The modern world is confronted with grand challenges, such as those codified by the United Nations’ Sustainable Development Goals. As single organizations are often not capable of addressing a broad set of goals on their own, they are increasingly concerned with creating ecosystems. This is also the case in the domain of e-commerce. Owners of focal platforms in e-commerce ecosystems have the power to implement sustainability initiatives and therefore need to be equipped with an overview of possible initiatives and actionable guidance. To unbox how e-commerce ecosystem participants consider sustainability, we conducted a multi-case study with 99 initiatives collected from sustainability reports. We found that (1) sustainability initiatives particularly focus on reducing inequality and managing climate change as well as (2) manufacturers, sellers, and service providers are the most involved ecosystem participants. Based on our findings, we (3) synthesized six categories of sustainability initiatives as measurements.

• Woroch, Robert; Strobel, Gero; Wulfert, Tobias: Four Shades of Customer: How Value Flows in Fintech Ecosystems. In: AiS (Hrsg.): ICIS 2022 Proceedings. Copenhagen, Denmark 2022. VolltextBIB DownloadKurzfassungDetails

  The financial sector is undergoing a massive transformation, with new technology-driven players challenging established mechanisms and transforming the sector into a fast-moving market. With the gradual transition from a scale economy to a platform-driven network economy, enterprise networks are gaining strategic importance. Despite the growing interest in fintech’s, research has so far lacked a conceptualization of value creation in fintech ecosystems. Therefore, this research paper aims to analyze key players, value creation activities, and value streams based on the analysis of the business models of payment services, personal financial management, robo-advisory, peer-to-peer lending, trading, and cryptocurrency. We present a holistic value network for the fintech ecosystem based on structured literature review and analysis of 171 fintech companies. We were able to show that fintech platform orchestrates multiple market sides and that customers take four distinct roles at the center of the ecosystem when using fintech services.

• Wulfert, Tobias; Woroch, Robert; Strobel, Gero; Seufert, Sarah; Mölller, Frederik: Developing design principles to standardize e-commerce ecosystems - A systematic literature review and multi-case study of boundary resources. In: Electronic Markets (2022). doi:10.1007/s12525-022-00558-8BIB DownloadKurzfassungDetails

  Platform ecosystems have captured a variety of markets, enabling coordination, transactions, and value co-creation between independent actors. A focal platform constitutes the central nexus of e-commerce ecosystems and fosters the interaction among ecosystem participants through their boundary resources. Standardizing these interfaces simplifies ecosystem entry for developers and increases the number of participants propelling the network effects, and thus the overall value of the ecosystem. Currently, there is a lack of prescriptive design knowledge guiding platform owners in designing successful e-commerce ecosystems. Addressing this issue, we followed a dual approach, reporting on a systematic literature review in which we identified design requirements and complemented these with a multiple-case study on selected e-commerce ecosystems. Aggregating the requirements resulted in six meta-requirements and 19 design principles that foster the standardization of focal e-commerce platforms. Our design principles simplify the development of complements and enable multi-homing for developers due to possible standardization across ecosystems.

• Woroch, Robert; Strobel, Gero: Show me the Money: How to monetize data in data-driven business models?. In: Proceedings of the 17th International Conference on Wirtschaftsinformatik (WI). Nürnberg, Germany 2022. BIB DownloadKurzfassungDetails

  Increasing digitization and the associated tremendous usage of technology have led to data of unprecedented quantity, variety, and speed, which is generated, processed, and required in almost all areas of industry and life. The value creation and capturing from data presents companies with numerous challenges, as they must create or adapt appropriate structures and processes. As a link between corporate strategy and business processes, business models are a suitable instrument for meeting these challenges. However, few research has been conducted focusing on data-based monetization in the context of data-driven business models so far. Based on a systematic literature review the paper identifies five key components and 23 characteristics of data-driven business models having crucial influence on data-based value creation and value capturing and thus on monetization. The components represent key factors for achieving commercial benefits from data and serve as guidance for exploring and designing suitable data-driven business models.

• Woroch, Robert; Strobel, Gero: Understanding Value Creation in Digital Companies – A Taxonomy of IoT-enabled Business Models. In: AiS (Hrsg.): Proceedings of the 29th European Conference on Information Systems (ECIS 2021). A Virtual AIS Conference 2021. BIB DownloadKurzfassungDetails

  The spread of the Internet of Things offers companies the potential to exert a disruptive influence on existing market structures and entire domains. The shift from product to service orientation and the integration of the customer as a value co-creator makes the identification and development of value-adding, IoT-based offerings a central challenge. As a link between strategy and business processes, business models are a suitable tool to meet this challenge. However, present business models lack of consideration of IoT specific characteristics. Against this background we provide a taxonomy for the description of IoT-based business models based on systematic literature research. Furthermore, the taxonomy is applied to 103 business models, demonstrating its usefulness. We also provide insights into the design of business models within two domains. The taxonomy provides a tool for investigating busi-ness models, especially how IoT can be incorporated into them and also a conceptual basis for future research.

Gutachtertätigkeiten:

• Gutachter für European Conference on Information Systems (ECIS 2024)
• Gutachter für Communications of the Association for Information Systems (CAIS)
• Gutachter für die Hawaii International Conference on System Sciences 2024 (HICSS-57)
• Gutachter für die 18. Internationale Tagung der Wirtschaftsinformatik (WI) 2023 für den Track Business Models, Digital Transformation & Entrepreneurship
• Gutachter für die International Conference on Software Business (ICSOB) 2022
• Gutachter für die Americas Conference on Information Systems (AMCIS) 2021
• Gutachter für die International Conference on Software Business (ICSOB) 2021

Vorträge:

• Woroch, Robert: Four Shades of Customer: How Value Flows in Fintech Ecosystems, International Conference on Information Systems (ICIS) 2022, 14.12.2022, Copenhagen, Denmark. AbstractDetails

  The financial sector is undergoing a massive transformation, with new technology-driven players challenging established mechanisms and transforming the sector into a fast-moving market. With the gradual transition from a scale economy to a platform-driven network economy, enterprise networks are gaining strategic importance. Despite the growing interest in fintech’s, research has so far lacked a conceptualization of value creation in fintech ecosystems. Therefore, this research paper aims to analyze key players, value creation activities, and value streams based on the analysis of the business models of payment services, personal financial management, robo-advisory, peer-to-peer lending, trading, and cryptocurrency. We present a holistic value network for the fintech ecosystem based on structured literature review and analysis of 171 fintech companies. We were able to show that fintech platform orchestrates multiple market sides and that customers take four distinct roles at the center of the ecosystem when using fintech services.

• Woroch, Robert: Show me the Money: How to monetize data in data-driven business models?, 17th International Conference on Wirtschaftsinformatik (WI22), 22.02.2022, Nürnberg, Germany (Virtual). AbstractDetails

  Increasing digitization and the associated tremendous usage of technology have led to data of unprecedented quantity, variety, and speed, which is generated, processed, and required in almost all areas of industry and life. The value creation and capturing from data presents companies with numerous challenges, as they must create or adapt appropriate structures and processes. As a link between corporate strategy and business processes, business models are a suitable instrument for meeting these challenges. However, few research has been conducted focusing on data-based monetization in the context of data-driven business models so far. Based on a systematic literature review the paper identifies five key components and 23 characteristics of data-driven business models having crucial influence on data-based value creation and value capturing and thus on monetization. The components represent key factors for achieving commercial benefits from data and serve as guidance for exploring and designing suitable data-driven business models.

• Woroch, Robert: Understanding Value Creation in Digital Companies – A Taxonomy of IoT-enabled Business Models, 29th European Conference on Information Systems (ECIS 2021), 14.06.2021, A Virtual AIS Conference. AbstractDetails

  The spread of the Internet of Things offers companies the potential to exert a disruptive influence on existing market structures and entire domains. The shift from product to service orientation and the integration of the customer as a value co-creator makes the identification and development of value-adding, IoT-based offerings a central challenge. As a link between strategy and business processes, business models are a suitable tool to meet this challenge. However, present business models lack of consideration of IoT specific characteristics. Against this background we provide a taxonomy for the description of IoT-based business models based on systematic literature research. Furthermore, the taxonomy is applied to 103 business models, demonstrating its usefulness. We also provide insights into the design of business models within two domains. The taxonomy provides a tool for investigating busi-ness models, especially how IoT can be incorporated into them and also a conceptual basis for future research.

Lehrveranstaltungen:

• Fortgeschrittene Programmierkonzepte (seit WS 19/20)
• Paradigmen und Konzepte der Softwareentwicklung (seit SS 20) 
• Betreuung von Studienprojekten (seit WS 19/20)

Begleitete Abschlussarbeiten:

• Generativität als Innovationsmotor in digitalen Plattformen: Analyse der Einflussfaktoren und Ableitung einer Forschungsagenda (Bachelorarbeit Wirtschaftsinformatik, in Bearbeitung)
• Unveiling the Value Creation in Digital Platform Ecosystems: A Multi-Case Study of AI Service Platforms (Masterarbeit Wirtschaftsinformatik, in Bearbeitung)
• Datenökosysteme in der Energiebranche – Analyse der Daten- und Wertflüsse (Masterarbeit Wirtschaftsinformatik, 2023)
• Entwicklung von Gestaltungsprinzipien für VR-Trainingssysteme in der industriellen Wartung und Montage (Bachelorarbeit Wirtschaftsinformatik, 2023)
• Shaping the Path Towards European Data Sovereignty: Developing Design Principles for International Data Spaces (Masterarbeit Wirtschaftsinformatik, 2023)
• Conceptual modeling in the era of augmented reality: design and evaluation of a modeling tool for value modelling (Masterarbeit Wirtschaftsinformatik, 2022)
• Wert im Zeitalter der Datenökosysteme: Ein systematischer Ansatz zur Bewertung des Datenwerts (Bachelorarbeit Wirtschaftsinformatik, 2022)
• Geschäftsprozessmanagement im Zeitalter des Internet of Things: Eine State-of-the-Art-Analyse der Potentiale und Herausforderungen (Bachelorarbeit Wirtschaftsinformatik, 2022)
• Analyse von Chancen und Herausforderungen des Einsatzes von IoMT zur Bekämpfung von Pandemien am Beispiel von Covid-19 (Bachelorarbeit Wirtschaftsinformatik, 2022)
• Analyse der Anwendbarkeit von Business Model Frameworks für digitale Plattformen im Smart City Kontext (Bachelorarbeit Wirtschaftsinformatik, 2021)
• Industrie 4.0 – Konzeption eines Anforderungskatalogs an Mitarbeiter in der Smart Factory in Bezug auf die Mensch-Maschine-Interaktion (Bachelorarbeit Wirtschaftsinformatik, 2021)
• Konzeption und Bewertung des Einsatzes innovativer Technologien zur digitalen Transformation des stationären Einzelhandels in der Bekleidungsbranche (Bachelorarbeit Wirtschaftsinformatik, 2020)
• Gestaltungsempfehlungen für Datenökosysteme im Gesundheitssektor (Bachelorarbeit Wirtschaftsinformatik)