Ensuring Viability of Business Models through Ontology Assessment
Explore an assessment framework for business model ontologies aimed at ensuring the viability of business models in the context of decentralized energy supply. Learn about different business model ontologies and their role in conceptualizing, designing, and evaluating energy business models for sustainability and effectiveness.
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Presentation Transcript
Assessment Framework for Business Model Ontologies to Ensure the Viability of Business Models AustinD Souza * *co-authors:Nick van beest, George Huitema, Hans Wortmann, and Hugo Velthuijsen
Overview Introduction Case study Assessing business model ontologies Result/Conclusion An Assessment Framework for Business Model Ontologies to Ensure the Viability of Business Models 22-4-2014 2
Introduction PhD research within FlexiGrid Project FlexiGrid is part of the EDGaR program Focusses on embedding decentralized energy supply in an combined energy infrastructure for electricity, gas, and heat Domain for new business models An Assessment Framework for Business Model Ontologies to Ensure the Viability of Business Models 2-6-2025 3
Introduction Goal Which business model ontology is best suited for the design and evaluation of viable energy business models? An Assessment Framework for Business Model Ontologies to Ensure the Viability of Business Models 2-6-2025 4
Introduction What is a business model ontology? Business model ontology (Gordijn, Osterwalder, & Pigneur, 2005). - Theory of what exists when referred to a business model - Helps to conceptualise and represent business models An Assessment Framework for Business Model Ontologies to Ensure the Viability of Business Models 2-6-2025 5
Introduction What is a business model ontology? Language Express Business models An Assessment Framework for Business Model Ontologies to Ensure the Viability of Business Models 2-6-2025 6
Introduction Example of a business model ontology (Osterwalder & Pigneur 2010, p. 44) An Assessment Framework for Business Model Ontologies to Ensure the Viability of Business Models 2-6-2025 7
Introduction What is a business model? A business model describes how business is carried out Value is created stakeholders How value creation activities and value exchanges are configured and exchanged among An Assessment Framework for Business Model Ontologies to Ensure the Viability of Business Models 2-6-2025 8
Introduction What is viability? A business models also needs to be technologically viable (Kraussl 2011) A business model is viable when all the stakeholders participating in the business model are able to capture value such that they are committed to the business model (Chesbrough, Vanhaverbeke, & West, 2006). An Assessment Framework for Business Model Ontologies to Ensure the Viability of Business Models 2-6-2025 9
Introduction What is viability? Exchange value (economicvalue) Value Usevalue (e.g. CO2 reduction) Which business model ontology is best suited for modelling decentralised energy business ecosystem 2-6-2025 10
Case study The solar farm case I n v e s t An Assessment Framework for Business Model Ontologies to Ensure the Viability of Business Models 2-6-2025 11
Case study The solar farm case Invest Sell power Solar farm Energy retailer Co- operative Help form Interested in solar farms Supply energy Company A Customer An Assessment Framework for Business Model Ontologies to Ensure the Viability of Business Models 2-6-2025 12
Assessing business model ontologies VNA Value network analysis EBMS e-business modelling schematics REA Resource event agent BMC Business model canvas VSM Value stream mapping e3-value Assessment framework Design & evaluation of viable business models Which business model ontology is best suited for modelling decentralised energy business ecosystem 2-6-2025 13
Assessing business model ontologies List of criteria 1. Model value creation by each stakeholder 2. Value creation activities 3. Resources 4. Model value captured by each stakeholder 5. Model captured value in terms of use value 6. Model captured value in terms of exchange value 7. Use value at organisational level 8. Exchange value at organisational level 9. Use value at business network level 10. Exchange value at business network level 11. Represent the business architecture 12. Ability to manipulate business models 13. Model underlying ICT services 14. Model multiple commodities 15. Model multiple stakeholders/roles 16. Ability to design business models at organisational level 17. Ability to design business models at business network level 18. Evaluate use value captured by the stakeholders 19. Evaluate exchange value captured by the stakeholders 20. Visualise the ICT services 21. Embodies business rules 22. Model BMOs at low level of granularity An Assessment Framework for Business Model Ontologies to Ensure the Viability of Business Models 2-6-2025 14
Assessing business model ontologies Methodology Assessment framework Multi-criteria decision analysis conditions (8) Use CMAF to structure literature review from the viability perspective List of criteria (24) Multi-criteria decision analysis conditions (8) Final list of criteria (22) applied Assess six business model ontologies Which business model ontology is best suited for modelling decentralised energy business ecosystem 2-6-2025 15
Result: rating of the ontologies An Assessment Framework for Business Model Ontologies to Ensure the Viability of Business Models 2-6-2025 16
Result: matching of criteria e3-Value (17/22) VSM (12/22) REA (12/22) BMC (10/22) VNA (7/22) EBMS (7/22) An Assessment Framework for Business Model Ontologies to Ensure the Viability of Business Models 2-6-2025 17
Company A 2-6-2025
Conclusion Scope for enhancing e3-Value ontology Model use value Evaluate use value captured by stakeholders Model underlying ICT services Visualise ICT services Model business architecture An Assessment Framework for Business Model Ontologies to Ensure the Viability of Business Models 2-6-2025 19
Questions/Remarks? Thank you! Contact: a.d.souza@pl.hanze.nl An Assessment Framework for Business Model Ontologies to Ensure the Viability of Business Models 2-6-2025 20
MCDA conditions Value relevance Understandable Measurability Non-redundancy Judgemental independence Balancing completeness and conciseness Operational Simplicity versus complexity Back Back Which business model ontology is best suited for modelling decentralised energy business ecosystem 2-6-2025 21
