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Incumbent firms’ competitiveness largely depends on the ability to develop digital innovation as novel combination of digital and physical components. This paper provides a better understanding of value creation through digital innovation, focussing on market offerings from incumbent firms. Based on the insights of an exploratory multiple case study with seven cases from the automotive, machine engineering, and consumer goods industries in Germany, we explain the multi-sided changes required for the development and management of digital innovations. Afterwards, we contribute to the further theorization of digital innovation. According to our empirical findings, we decided to discuss the applicability of the resource-based and competence-based approach.

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