As part of a successful strategy, the value of a company should be increased in a targeted manner through the creation of a sustainable competitive advantage. The business model plays an essential role in this regard. The strategic alignment of the business model with customer requirements and satisfaction requires the model to chart the associated value chain in its macroeconomic environment. However, the sustainability and profitability of a business model is always limited in time, since progress and innovation not only promote competition, but also have the power to make whole business models obsolete. The theme of digitalisation has long exerted a clear influence through various trends and technologies in the private (social media, smart home, mobile internet, etc.) and business environments (3D printing, advanced robotics, machine learning, etc.)