Quis2013 slideshare

Designing a business model ontology for service systems

Geert Poels

Ghent University, Belgium

pag. 1 QUIS 2013 Karlstad, Sweden - 12/06/2013 Geert Poels

Summary: definition/origin of concepts

•  business model (Business Informatics) •  business model ontology (Applied Ontology) •  business model ontology for service systems

(Service Science) •  designing a business model ontology for service

systems (Design Science)

QUIS 2013 Karlstad, Sweden - 12/06/2013 Geert Poels pag. 2

Design Science Research Methodology

1.  Problem identification and motivation 2.  Define the objectives for a solution 3.  Design and development 4.  Demonstration 5.  Evaluation 6.  Communication


1. Problem identification and motivation

•  Model = abstraction + visualisation •  Modelling è understanding, analysis, design •  Service Science: few research on service system

modelling •  Business Informatics: much research on business

modelling, but not committed to Service-Dominant Logic (SDL)


2. Define the objectives for a solution

•  SDL is philosophical foundation of Service Science è basis for common conceptualization of service system abstraction

•  Object of study of Service Science = value co-creation phenomena

•  Design criteria for service system ontology: service-dominant + co-creation of value


3. Design and development

Theoretical basis = Resource-Event-Agent ontology •  Business model ontology based on a conceptual

model of economic exchange •  Only business model ontology that recognizes

economic reciprocity as an ontological axiom (= duality relation between economic events)


UML class diagram of core REA elements •  Service as endurant (object) instead of perdurant (process) •  Value (embedded in economic resources) is produced/provided

(economic event) and consumed/received (economic event)


Design artefact = Resource-Service-System ontology •  SDL interpretation of the REA ontology •  From

conceptual model of economic exchange to conceptual model of service exchange


UML class diagram of core RSS elements •  REA economic event = RSS service •  REA economic agent = RSS service system entity •  REA economic resource = RSS / SDL resource



Service process view based on ISPAR model

4. Demonstration

•  On-going research •  Apply RSS (and alternatives) to model various

kinds of service systems •  Explore applications of the resulting models



5. Evaluation •  On-going research •  Evaluate whether solution objectives are achieved

- descriptive methods using scenarios and informed arguments - comparison with alternative ontologies and representations for service systems

•  Future research: experimental / observational methods to evaluate quality, usability, usefulness



ü As opposed to alternatives, RSS fully conforms to SDL

1.  Service as process, not as object 2.  Exchange of service-for-service 3.  Identifies all resources in a service 4.  Distinguishes operant – operand

resources

6. Communication

Preliminary results design RSS: •  Poels, G. (2010) ‘A Conceptual Model of Service Exchange in Service-Dominant

Logic’, Lecture Notes in Business Information Processing, 53: 224-238. •  Poels, G. (2010) ‘The Resource-Service-System Model for Service Science’, Lecture

Notes in Computer Science, 6413: 117-126.

Related research computational ontology for Service Science: •  Lemey E, Poels G. (2011) ‘Towards a Service System Ontology for Service Science’,

Lecture Notes in Computer Science, 7084: 250-264. •  Lemey E, Poels G. (2012) ‘Towards a Process Model for Service Systems’, Lecture

Notes in Business Information Processing, 103: 1-15. •  Poels, G., Van Der Vurst, G., Lemey, E. (2013) ‘Towards an Ontology and Modeling

Approach for Service Science’, Lecture Notes in Business Information Processing, 143: 285-291.


Education

Quis2013 slideshare