A Proposed Approach to Evaluate Digital Business Model Selection for SuperApps using Interval Valued Spherical Fuzzy AHP

Abstract

With the rapid development of digital platforms, SuperApps have been used by a wide range of users. SuperApps have become a preferred way of doing business by corporations due to their high growth potential and the speed at which technological competitors enter the market. Although SuperApps are the right business domain, the selection of digital business models to be implemented continues to be an issue that senior managers should pay attention to. In this study, we aimed to develop an approach to choose the digital business model correctly, the digital management features of SuperApps were put forward within a certain classification and they were evaluated according to alternatives by a selected digital manager team. An exemplary numerical application is also presented with the "fuzzy AHP" method, which is preferred due to the complexity of the digital business model features and their transitional structure. According to the results of the numerical application, it has been determined that the selected digital business model may change not only the managerial dynamics, but also the revenue model of SuperApps depending on the structural interaction type of their platform network.