From Pipeline to Platform

The Evolution of Data-Enabled Business Models

Abstract

In today's digital economy, data has become a key production factor. The traditional linear ‘pipeline model’ o f business (product-centric and characterized by one-way value flow) is increasingly transforming into a networked, ecosystem-oriented ‘platform model.’ This transformation not only affects internet-native firms but also reshapes traditional industries such as manufacturing, finance, and retail. However, existing studies often adopt a single theoretical perspective and lack a cross-industry, multi-level analytical framework to systematically explain the mechanisms through which data enables business model evolution. Based on a systematic literature review of resources from Web of Science, Scopus and CNKI databases from 2010 to 2025, this paper attempts to construct an integrative framework to reveal common pathways and differentiated strategies in data-enabled business model transformation, and to address ethical, governance, and sustainability challenges arising during the process. This paper reveals that successful transformation depends not only on technology adoption but also on strategic alignment across four levels. This integrates perspective addressed the fragmentation of existing theoretical viewpoints, laying a foundation for scholarly research while providing practical management guidance for traditional industries.