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Design Science Journal
Papers

A MORPHOLOGICAL APPROACH TO BUSINESS MODEL CREATION USING CASE-BASED REASONING

A MORPHOLOGICAL APPROACH TO BUSINESS MODEL CREATION USING CASE-BASED REASONING

Year: 2011

Section: Design Methods and Tools Part 1

Editor: Culley, S.J.; Hicks, B.J.; McAloone, T.C.; Howard, T.J. & Dong, A.

Author: Lee, Ji Hwan; Hong, Yoo S.

Section: Design Methods and Tools Part 1

Pages: 165-175

Abstract

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.

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ICED11: 18th International Conference on Engineering DesignThe Design Society and The Technical University of Denmark (DTU) cordially invite you to participate in the International Conference on Engineering Design, ICED11! The conference will be held in the beautiful city of Copenhagen, where we are preparing an exciting programme, cultural experience and fun social backdrop for the conference and connected workshops. The conference headline is: Impacting Society Through Engineering Design Design has a central role in bringing engineering and technology...

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Design Science Journal