Inovace podinku prostřednictvím technologie blockchain

This thesis investigates how blockchain technology can support business model innovation in the dealer incentive management process of a Czech national sales company operating in the premium automotive sector. The research problem addressed in the thesis is that, although the dealer incentive management process is essential for coordinating the dealer network, the company struggles to innovate this process effectively, particularly through the integration of digital technologies. The main objective is to propose a structured business model innovation framework that leverages blockchain technology within the company’s operations. The thesis adopts a single case study design based on qualitative content analysis, semi-structured interviews, internal documentation, Value Stream Mapping, Business Process Model and Notation, and the Business Model Canvas. The analysis identifies four main inefficiencies in the current process: multiple validation layers, manual data aggregation, fragmented information systems, and significant waiting times. The proposed redesign introduces blockchain as a shared coordination layer supported by a tamper-resistant ledger, smart contract logic, and integration with existing systems. The results show that the redesign directly addresses three of the four inefficiencies and partially mitigates the fourth by reducing waiting times in the closing phase of the process. The thesis concludes that blockchain can support business model innovation not by replacing the existing business model, but by reconfiguring key activities, key resources, and relationships with the dealer network.