The Business Model Ontology - Dirk Kirchner

ONTOLOGY APPLICATIONS AND FUTURE RESEARCH. ... academe used to believe that the Internet would make existing business rules or even economic ... provide rather simple management concepts, but effective software-based business model tools to ... subsequent concepts and tools, possibly computer based?
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___________________________ UNIVERSITE DE LAUSANNE ECOLE DES HAUTES ETUDES COMMERCIALES ___________________________________________

THE BUSINESS MODEL ONTOLOGY A PROPOSITION IN A DESIGN SCIENCE APPROACH

THESE Présentée à l’Ecole des Hautes Etudes Commerciales de l’Université de Lausanne par Alexander OSTERWALDER Licencié en Sciences Politiques de l'Université de Lausanne Diplômé postgrade en Informatique et Organisation (DPIO) de l'Ecole des HEC de l'Université de Lausanne Pour l’obtention du grade de Docteur en Informatique de Gestion

2004

To all those people out there fighting poverty in the world

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INTRODUCTION ........................................................................................................................................ 1 1.1 1.2 1.3 1.4 1.5 1.6

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ORIGIN, DEFINITION, PLACE AND ROLE OF BUSINESS MODELS IN THE FIRM ................ 11 2.1 2.2 2.3 2.4 2.5

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TECHNOLOGY, E-BUSINESS, COMPLEXITY AND UNCERTAINTY .............................................................. 11 WHAT ACTUALLY IS A BUSINESS MODEL .............................................................................................. 14 THE BUSINESS MODEL'S PLACE IN THE COMPANY ................................................................................. 16 USE OF BUSINESS MODELS .................................................................................................................... 19 BUSINESS MODEL ONTOLOGY AND BUSINESS MODEL TOOLS.............................................................. 22

KNOWLEDGE OF THE PROBLEM DOMAIN .................................................................................... 23 3.1 3.2

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BACKGROUND AND RESEARCH CONTEXT .............................................................................................. 1 RELEVANCE AND RESEARCH GOALS ...................................................................................................... 2 METHODOLOGY ...................................................................................................................................... 3 CONTRIBUTIONS OF THIS DISSERTATION ................................................................................................ 8 STRUCTURE OF THIS THESIS .................................................................................................................... 9 ACKNOWLEDGEMENTS ........................................................................................................................... 9

BUSINESS MODEL LITERATURE ............................................................................................................ 23 ONTOLOGIES ........................................................................................................................................ 39

THE BUSINESS MODEL ONTOLOGY ................................................................................................. 42 4.1 4.2 4.3 4.4 4.5

INTRODUCING THE ONTOLOGY ............................................................................................................. 42 PRODUCT .............................................................................................................................................. 48 CUSTOMER INTERFACE..................................................................................................................... 58 INFRASTRUCTURE MANAGEMENT BLOCK ............................................................................................ 79 FINANCIAL ASPECTS ............................................................................................................................. 95

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CASE STUDY: MJF ................................................................................................................................ 103

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APPLICATION PROTOTYPES: BM2L....................