A MORPHOLOGICAL APPROACH TO BUSINESS MODEL CREATION USING CASE-BASED REASONING
DS 68-9: Proceedings of the 18th International Conference on Engineering Design (ICED 11), Impacting Society through Engineering Design, Vol. 9: Design Methods and Tools pt. 1, Lyngby/Copenhagen, Denmark, 15.-19.08.2011
This study aims to provide a structured methodology for a business model creation. Based on a morphological analysis of business model, we propose the methodological chart named as business model creation template with which one can generate a variety of business model alternatives. The template consists of a set of predefined building blocks which describes the strategic patterns and/or constituent elements of a business model. Those building blocks have been collected and verified through comprehensive analysis of real-world business model cases and relevant literature. Furthermore, we develop case-based reasoning system for supporting a new business model creation. The system aims to provide the business model planner of intuitive cases in creating a new business model. Based on a case base that contains about a hundred of real business models, the system receives an input query from a business model planner, and retrieves similar cases to the query based on case matching mechanism. In the case study, we actually generate the new business model alternatives for apparel company that want to commercialize their newly designed product.