Embed Size (px)
Citation preview
CORP3500 eBusiness • 2010–11 34
CORP3500! ! ! ! !2010–2011!eBusiness!John Powell!
!eBusiness concepts and frameworks:Business models!
for reference list see!www.economicstoolbox.com!
CORP3500 eBusiness • 2010–11 35
Outline
! Typologies!– Marketplace Channel Structure & Intermediation!– Key dimensions of eBusiness!– Defining ʻe-spaceʼ!
! Perspectives on Business models!– Keen & Qureshi (2005) / Pateli and Giaglis (2004)!– Magretta (2002)!– Laseter et al (2007)!– Osterwalder and Pigneur (2010)!– Lam and Harrison-Walker (2003)!– Rappa (2005)!– Anderson (2008)!
CORP3500 eBusiness • 2010–11 36
Typologies • 1 [print]
! Marketplace Channel Structure & Intermediation!
Chaffey (2007:45) Figure 2.3
Chaffey (2007:46) Figure 2.4
CORP3500 eBusiness • 2010–11 37
Typologies • 2 [print]
Key dimensions of eBusiness!
Buyer!Business! Consumer! Government!
Seller!
Business! B2B! B2C! B2G!
Consumer! C2B! C2C / P2P! C2G!
Government! G2B! G2C! G2G!
Adapted from Chen, 2001:2; See also Chaffey, 2007:12 Figure 1.2!
CORP3500 eBusiness • 2010–11 38
Typologies • 3 [print]
Defining !ʻe-spaceʼ!
Adapted from Choi et al (1997)! – distribution!CORP3500 eBusiness • 2010–11 39
Business models • Context
!“The term “business model” is a recent addition to the management literature and largely a product of the dot com era. It is entirely absent from all the most influential books on organizational design, business strategy, business economics and business theory through to the mid- to late 1990s. It is almost everywhere in books on e-commerce…”!
Keen and Qureshi (2005)!
See also Osterwalder et al (2005)!
CORP3500 eBusiness • 2010–11 40
Business models • Context
Pateli and Giaglis (2004) ! Lit. review classified business model research
into eight ʻdomainsʼ:!– Definitions!– Components !!– Conceptual models!– Design methods and tools!– Taxonomies!– Change methodologies!– Evaluation models!– Adoption factors!
} Magretta!
[Lam & Harrison-Walker, Rappa, Anderson]!
[Osterwalder & Pigneur]![Eisenmann et al]!
CORP3500 eBusiness • 2010–11 41
Business models • Definition & Components
= “A summary of how a company will generate revenue, identifying its product offering, value-added services, revenue sources and target customers” (Chaffey, 2007:61)!
See Chaffey (2007:61-76)!Dot com boom…!!“A company didnʼt need a strategy, or a special competence, or even any customers – all it needed was a Web-based business model that promised wild profits…” Magretta (2002:86)!
See Laseter, Kirsch and Goldfarb (2007)!
CORP3500 eBusiness • 2010–11 42
Business models • Definition & Components
Magretta (2002:86):!!“… while it's true that a lot of capital was raised to fund flawed business models, the fault lies not with the concept of the business model but with its distortion and misuse.”
! A good business model must answer Peter Druckerʼs key questions:!– Who is the customer ?!– What does the customer value ?!– How does the business generate profit ?
[Magretta, 2002:87]!! ʻNarrativeʼ test / ʻNumbersʼ test!
Business models • Design & Tools
Business model canvas (Osterwalder & Pigneur, 2010) !! Nine ʻbuilding blocksʼ that a
business model should address!– Start with customer segments!– Then value proposition!– Then remaining building blocks
! “A business model describes the rationale of how an organization creates, delivers, and captures value” (Osterwalder and Pigneur, 2010:14)!
CORP3500 eBusiness • 2010–11 43
Business models • Design & Tools
Business model canvas (Osterwalder & Pigneur, 2010) !
CORP3500 eBusiness • 2010–11 44 CORP3500 eBusiness • 2010–11 45
Business models • Taxonomies [print]
Objective-based typology of e-business models!– Lam & Harrison-Walker (2003)!
Value-based objectives!
Financial improvement!
Product / channel
enrichment!
Relational Objectives!
Direct access!Internet merchants, portals!
Virtual product differentiation!
Network development!
Brokerage, e-Retail, Purchase assistance!
Interactive networks!
Corporate comms.!
Internet promoter! Brand building!
CORP3500 eBusiness • 2010–11 46
Business models • Taxonomies
Business models on the web!Rappa (2005)!
– Brokerage!– Advertising!– Infomediary!– Merchant!– Manufacturer (Direct)!– Affiliate!– Community!– Subscription!– Utility !
CORP3500 eBusiness • 2010–11 47
Business models • Taxonomies
Freeconomics: ʻfreeʼ business models!Anderson (2008b)!! Revised since earlier Wired article to narrow the
range of models to:!1. Direct cross-subsidy!2. Advertising subsidy!3. ʻFreemiumʼ!4. Gift economy!
CORP3500 eBusiness • 2010–11 48
Business models • Taxonomies [print]
Anderson (2008b)!
C – consumer!P – producer!A – advertiser!
CORP3500 eBusiness • 2010–11 49
Business models • Taxonomies [print]
Anderson (2008b)!
CORP3500 eBusiness • 2010–11 50
Business models • Conceptual model
! Economic theory rationalising freeconomics:ʻTwo-sided marketsʼ!
= !market with three agents:side 1, side 2 (users or users and co-developers), and a (network) platform provider!
! Underpins Andersonʼs models 1–3!
Eisenmann et al 2007!
CORP3500 eBusiness • 2010–11 51
Conclusions
! Typologies …!– disintermediation!– Buyer-seller dimensions!– E-space!
! Business models!– Magretta / Drucker / Osterwalder & Pigneur!– Taxonomies!
! Next… web design models!
