BUSINESS BEHAVIOR MODEL Denis Lemaire – Birger Andersson 2009-2010
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Aug 05, 2015
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BUSINESS BEHAVIOR MODEL
Denis Lemaire – Birger Andersson 2009-2010
Organization
Background
Operationallevel
Tacticallevel
Strategiclevel
Environment :changing
FromFrom «« ee--business model business model ontologyontology for for improvingimproving business/IT business/IT alignmentalignment, HEC , HEC LausanneLausanne »»
Adaptation
Position
Strategic level
Tactical level
Definition
The Business Behavior Model is a model which captures the impact of the participation of agents in
a business through an analysis of economic resources. The participation is driven by decisions based on agent motivation
In other words, a BBM models motives, decisions, and resouces and how they are related
Strategic level (i*)
CookieProducer CustomerIncrease
solvability Maximumenjoyment
Eat sweet foodstuff
Buy cookies
D
Legend
D
Actor (business role)
Actor’s boundary
Goal
Task(Means)
Dependencylink
Sub-goal link
Means-ends link
Producecookies
Receivepayment
Tactical level (e3value)
Tactical level (REA)
<<Agent>>Cookie producer
<<Event>>Cookie purchase
<<Resource>>Cookie
<<Agent>>Consumer
<<Event>>Payment
<<Resource>>Money
<<Stockflow>>
<<Stockflow>>
<<Duality>>
BBM. Syntax and semantic
BBM Name Representation (syntax) Semantic
Economic resource Exchangeable resources that carries a set of properties.
Non-economic resource (Motivation)
Resources that are not exchangeable to another actor.
Economic resource property
Resource property
Decision Decision nodes represent identification of (alternative chains of) goals and means in order to reach an objective
BBM. Syntax and semantic
BBM Name Representation (syntax) Semantic
Informational link Decision A is needed in order to take decision B.
Causal link Property A has an impact on the value assigned to property B. What impact is visualized through a valuation symbol on the relationship (++,+,-,--).
Definitional link A is a sub-decision of B.
Creation linkDecision A brings about an economic resource B. I.e., A creates a resource that is considered in the model.
B
A
A B
A B
A B
Example of BBM
Produce cookies
quality quantity
price
Sellability
amount
Good solvencycookies
Money+
+
+
+ ++
Decision
Property
Resource Motivation
Causal relation
Creation Link
-
-
Foundations
Rational Agent Theory Anand S.R., Michael P.G. BDI Agents: From theory to practice (1995)
Resource Based View (of the firm) Wernerfelt, B., The Resource-Based View of the Firm (1984) Barney J., Firm Resources and Sustained Competitive Advantage (1991)
The Business Model Ontology (BMO) Osterwalder A., Pigneur Y., An e-Business Model Ontology for Modeling
e-Business (2002)
Causal Graphs as a syntactic base Gammelgård M. et al., Business Value Evaluation of IT Systems:
Developing a Functional Reference Model (2006)
Usage scenarios
Providing complementary information, thereby enriching the picture.
Can be used as a ”stepping-stone” when deriving a Value model from a Goal model, or ...
... the other way around, deriving a Goal model from a Value Model
Example
Create a Business Behavior Model from a Value model
A Massively Multiplayer On-line Game (MMOG)
The example is from the Game provider’s point of view
Game provider’s value network
Provide MMOG
Create Game Transport CD Buy hosting
Distribute content
Decisions
Provide MMOG
Create Game Transport CD Buy hosting
Distribute content
MMOG
Hosting
Money
Amount
+-
Resources and Motivation Good
cash-flow
+
Provide MMOG
Create Game Transport CD Buy hosting
Distribute content
MMOG
Hosting
Money
Amount
Value Proposition
-
Capacity
Price
+
Customer Infrastructure Financial aspect
Sales
GamePrice
AccessCost
+
HighQuality Game
No. of players
Attractive-ness
++-
+
+
++
Goodcash-flow
+
Resource dependencies and impact
In Summary
The Business Behavior Model is positioned in between (or rather, in both) the strategic level and the tactical level of an organisation.
Enables analysis of resources where properties of resources ultimately contributes positively or negatively to the motives of agents.
...
From a Business/IT-alignment point of view
Alignment by mapping of levels by introducing models that belong on serveral levels
Is Motivation (a non-economic resource) the same as a Goal? any Motivation seems to be possible to formulat as a
Goal. ”My market share next year should be 20%”
