Université de Lausanne
Ecole des Hautes Etudes Commerciales (HEC)
Table of content
Introduction
Jaap Gordijn
Panel > Bled e-Commerce Conference > June 2004
• What is an Ontology
• Ontologies in Research
Yao-Hua Tan
• Example: Bill of Lading
Conceptual Business Models and Ontologies to
improve the design and interoperability of the
networked enterprise
Harry Bouwman
• Business Model Design
Discussion
Alex Osterwalder, University of Lausanne
http://www.hec.unil.ch/aosterwa
BFSH1 - 1015 Lausanne - Switzerland - Tel. +41 21 692.3420 – alexander.osterwalder@hec.unil.ch - http://www.hec.unil.ch/aosterwa
Université de Lausanne
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Agenda
•
Alexander Osterwalder, University of Lausanne
– Introduction: Goal of the Panel
– Business/IT Alignment
•
Jaap Gordijn, Free University
– What is an Ontology
– Role of Ontologies in Research
•
Yao-Hua Tan, Free University
– Example: Bill of Lading
•
Harry Bouwman, Technical University Delft
– Business Model Design
– Ontologies & Requirements
•
Discussion
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Goal of the Panel
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Conceptual Business Models and Ontologies to improve the
design and interoperability of the networked enterprise
For whom are trying to achieve
better solutions? Who are our
clients?
What is the problem domain we
are looking at and for which we
are looking for solutions
WHAT?
Improved design & interoperability
WHO?
HOW?
Appropriate Models
Networked Enterprise
Complexity
Conceptual Business Models
Ontologies
Time/Cost
Integration/Cooperation
Quality
HOW MUCH?
How can we address the problem
domain and achieve an
improvement?
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How much can we improve by
applying the proposed methods?
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What is a (Conceptual) Business Model?
•
It’s a model of the business of a company
– … so it’s not a process model…
•
It’s a common understanding of the business idea
– … this means a collection of concepts that allow to describe and
express the idea
Value
Proposition
Distribution
Channels
Business Model
Concept
…
Business
Model A
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Business
Model B
Concepts that are to
be found in every
business model in
order to capture its
business logic/idea
eBay
Amazon
Auction
model???
Web Retailer
model???
Instances of
the concepts
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activity
define & classify
business models
outcomes
definitions &
taxonomies
"shopping list" of
components
components as
building blocks
reference models
& ontologies
authors
Business Model Research
Rappa 2001
Timmers 1998
Linder & Cantrell 2000
Magretta 2002
Afuah & Tucci 2001
Hamel 2000
Weill & Vitale 2001
Gordijn 2002
Osterwalder
& Pigneur 2002
list business
model components
describe business
model elements
model business
model elements
apply business
model concept
applications &
conceptual tools
Modelling Rigour (towards a business model ontology)
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BUSINESS/IT ALIGNMENT
Business scope
Distinctive competencies
business governance
Technology scope
System competencies
IT governance
BUSINESS
Strategic
fit
IT
BUSINESS
strategy
IT
strategy
ORGANIZATION
infrastructure
IS
infrastructure
strategy
infrastructure
Function
integration
Administrative structure
Business processes
Skills
Architecture
Processes
Skills
[Henderson and Venkatraman, 1993]
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IS model
Viewpoint:
SOFTWARE ENGINEERING
BUSINESS
IT
BUSINESS
strategy
IT
strategy
ORGANIZATION
infrastructure
IS
infrastructure
MODEL
strategy
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infrastructure
Information OBJECT
Application
User (interface)
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Enterprise model
Viewpoint:
BUSINESS PROCESS (RE-) ENGINEERING
BUSINESS
DOMAIN
knowledge:
IT
BUSINESS
strategy
IT
strategy
ORGANIZATION
ENTERPRISE
infrastructure
MODEL
IS
infrastructure
model
strategy
infrastructure
Function
integration
Organization GOAL
Process
Team (coordination)
2
1
Information OBJECT
Application
User (interface)
> State of the art in requirement engineering > Strategic fit weakly addressed
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BUSINESS MODEL
Viewpoint:
e-BUSINESS DEVELOPMENT
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© RE
VALUE proposition
Value configuration
Customer (relationship)
[Gordijn et al., 2003] e3value
BUSINESS
Strategic
fit
IT
BUSINESS
strategy
MODEL
IT
strategy
ORGANIZATION
Enterprise
infrastructure
model
IS
infrastructure
model
strategy
infrastructure
Function
integration
Organization GOAL
Process
Team (coordination)
2
1
Information OBJECT
Application
User (interface)
> Modeling business models and “contextualizing goals” …
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Vertical Interoperability
Design & Interoperability (vertical & horizontal)
goals compatible?
Strategy
Strategy
Business
Model
Enterprise
Model
Systems
Model
Business
logic aligned?
Processes
coordinated?
Systems
integrated?
Business
Model
Enterprise
Model
Systems
Model
Horizontal Interoperability
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Discussion
•
•
•
•
•
Are business models and ontologies appropriate tools for the given
problem domain?
Can we apply software-based tools in this domain or will managers
reject these tools?
Can we apply these tools directly or do we need mediators?
How can we evaluate the models we propose?
How can we capture the dynamics of business models (business
models are not static, they are evolving)
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