Ontology-Based Visualization for Business Model Design
The goal of this paper is to demonstrate the feasibility of combining visualization and reasoning for business model design by combining the machine-interpretability of ontologies with a further development of the widely accepted business modeling tool, t
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School of Business, FHNW University of Applied Sciences and Arts Northwestern Switzerland, Olten, Switzerland {marco.peter,devid.montecchiari,knut.hinkelmann,stella.gatziugrivas}@fhnw.ch 2 School of Science and Technology, UNICAM University of Camerino, Camerino, Italy
Abstract. The goal of this paper is to demonstrate the feasibility of combining visualization and reasoning for business model design by combining the machine-interpretability of ontologies with a further development of the widely accepted business modeling tool, the Business Model Canvas (BMC). Since ontologies are a machine-interpretable representation of enterprise knowledge and thus, not very adequate for human interpretation, we present a tool that combines the graphical and human interpretable representation of BMC with a business model ontology. The tool connects a business model with reusable data and interoperability to other intelligent business information systems so that additional functionalities are made possible, such as a comparison between business models. This research follows the design science strategy with a qualitative approach by applying literature research, expert interviews, and desk research. The developed AOAME4BMC tool consists of the frontend, a graphical web-based representation of an enhanced BMC, a web service for the data exchange with the backend, and a specific ontology for the machine-interpretable representation of a business model. The results suggest that the developed tool AOAME4BMC supports the suitability of an ontology-based representation for business model design. Keywords: Business model design · Ontology · Agile and ontology-aided meta-modeling · Business model canvas
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Introduction
Today, more and more competition takes place not only between products, services, or processes but between business models [15]. Therefore, companies continue to improve and innovate their current business model to sustain in today’s fast-paced world [6,8]. Companies that have decided to undertake an innovative transformation of their business model have found themselves to be more competitive in today’s market [54]. Several strategies on how to perform business c IFIP International Federation for Information Processing 2020 Published by Springer Nature Switzerland AG 2020. All Rights Reserved J. Grabis and D. Bork (Eds.): PoEM 2020, LNBIP 400, pp. 244–258, 2020. https://doi.org/10.1007/978-3-030-63479-7_17
Ontology-Based Visualization for Business Model Design
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model innovation exist [5,15,16,49] and all have in common that the current business model is defined in detail at first. There are different tools to describe a business model, such as the Business Model Canvas (BMC) by Osterwalder and Pigneur [42] or Business Modeling Starter Kit by Breuer [5]. Nevertheless, there is missing a tool to describe the business model not only in more detail than the BMC but also in supporting the reusability of data and interoperability to other intelligent business information systems. This reusability of the specified business
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