Modeling Competition-driven Business Strategy for Business IT Alignment
Business/IT alignment engineering
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BUSINESS/IT ALIGNMENT ENGINEERING 1 Date Title 1 Interop > Geneva > October 6-7, 2006 Geneva October 6-7, 2006 Dr Eric Dubois, CRPHT, Luxembourg Dr Michael Petit, FUNDP, Belgium Dr Yves Pigneur, HEC Lausanne
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Interop Seminar Uni. Geneva (Matis) October 2006
Transcript of Business/IT alignment engineering
BUSINESS/IT ALIGNMENT ENGINEERING
1Date Title 1 Interop > Geneva > October 6-7, 2006
GenevaOctober 6-7, 2006
Dr Eric Dubois, CRPHT, LuxembourgDr Michael Petit, FUNDP, Belgium
Dr Yves Pigneur, HEC Lausanne
3
Interop
© 2006 Pigneur
Business/IT alignment > business model, process and application
ORGANIZATIONinfrastructure
ITinfrastructure
BUSINESSstrategy
ITstrategy
BUSINESS IT
strategy
infrastructure
From business modelto enterprise architecture
BUSINESSMODEL
BUSINESSPROCESS
From business modelTo goal-based requirements
BUSINESSAPPLICATION
Functionintegration
Strategicfit
From business modelto transaction
4
Interop
© 2006 Pigneur
Agenda
1. From business model to enterprise architecture– Business model and strategic map
– IT and enterprise architecture
– e-business patterns and IT infrastructure
2. From business model to application requirements– Value-based modeling (with e3value)
– From value-based models to goal-based requirements (with i*)
3. From business model to business process– Introduction to the B2B context
– B2B Transaction development and animation (with Efficient)
– From business models to transactions
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© 2006 Pigneur
Managing as designing
[Boland and Collopy, 2004]
http://weatherhead.cwru.edu/visiting.html
Frank Gehry
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Design and innovation > IDEO
http://www.ideo.com /methodcards/MethodDeck/MethodCardsHTML.htm
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DESIGN APPROACH > application > design loop
Requirement
Analysis
DesignValidation
GOALTASK analysis
USABILITY
PROTOTYPE
TransactionDecision (& cognition)Interaction
TECHNIQUES:
Scenario-based designPattern-basedConceptual modeling
Action
Information
Interaction
source: [Rosson and carroll, 2002]
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© 2006 Pigneur
source: [Rolland, 2003] [Yu, 1994] [Paternò, 2002]
Design approach > application > requirement analysis
• Goal-based requirement engineering
• Task analysis
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© 2006 Pigneur
Design approach > application > IT solution design
• Action design– Focus on functionality
• Information design– Information provided to the users by the systems
• Interaction design– Details of user action and feedback
http://guir.berkeley.edu/projects/denim
Scenario use case hand sketch …
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Design approach > application > prototype
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© 2006 Pigneur
Design approach > application > usability evaluation
• Usability testing with user model-based > service quality
source: [Rosson and carroll, 2002]
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© 2006 Pigneur
BUSINESS/IT ALIGNMENT
BUSINESSstrategy
ITstrategy
BUSINESS IT
strategy
infrastructureIS
infrastructureORGANIZATION
infrastructure
ArchitectureProcessesSkills
Technology scopeSystem competenciesIT governance
Administrative structureBusiness processes
Skills
Business scopeDistinctive competencies
Governance
source: [Henderson and Venkatraman, 1993]
Functionintegration
Strategicfit
PART 1 - From business model to enterprise architecture
13Date Title 13 Interop > Geneva > October 6-7, 2006
GenevaOctober 6-7, 2006
Dr Yves Pigneur, HEC Lausanne
14
Interop
© 2006 Pigneur
From business model to enterprise architecture > Agenda
1. Business model and strategy map
2. IT and enterprise architecture
3. e-business patterns and IT infrastructure
BUSINESS MODEL | ENTERPRISE ARCHITECTURE | E-BUSINESS PATTERNS
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© 2006 Pigneur
BUSINESS MODEL > design loop
Requirement
Analysis
DesignValidation
BUSINESS MODEL (strategy map)analysis
ALIGNMENT
Analyses
StrategyInnovationIS Planning
TECHNIQUES:
Reference modelBuilding blocks & PATTERNSOntologies
Application portfolio
IT infrastructure
ENTERPRISE ARCHITECTURE
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© 2006 Pigneur
1. Business model
Financialperspective
Customerperspective
Activityperspective
Resourceperspective
Value proposition Customer
Value configuration Partner
Capability
Cost Revenue
Relationship
Channel
What are our revenues?
What are our costs?
Who are our customers?
How do we reach them?
How do we get & keep them?
How do we operate & deliver?
How do we collaborate?
What are our competencies?
What do we offer to our customers?
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1b. Strategy map
source: [Kaplan and Norton, 2004]
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2. Enterprise architecture
Infrastructure
External infrastructure services
Application components and services
Roles and actors
External application services
External business services
Damage claiming process
Client Insurant InsurerArchiSurance
Registration PaymentValuationAcceptance
Customerinformation
service
Claimspaymentservice
Customeradministration
service
Paymentservice
CRM system
Financial application
Customerinformation
service
Claimregistration
service
Claimregistration
service
Claimsadministration
service
Policy administration
Claimfiles
service
zSeries mainframe
DB2database
Financialapplication
EJBs
Customerfiles
service
Sun Blade
iPlanetapp server
Claiminformation
service
Business layer
Application layer
Technology layersource: [Lankhorst, 2004]
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© 2006 Pigneur
source: [Weill and Vitale, 2002]
3. Design patterns
• from atomic e-business model to IT infrastructure
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© 2006 Pigneur
Business/IT alignment engineering
BUSINESSstrategy
ITstrategy
BUSINESS IT
strategy
infrastructureIS
infrastructureORGANIZATION
infrastructure
Functionintegration
StrategicfitBUSINESS
MODEL
ENTERPRISEARCHITECTURE
DESIGNPATTERNS
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© 2006 Pigneur
From business model to enterprise architecture > Books
1. Strategy Maps– Kaplan, R. and Norton, D. (2004). Strategy Maps - Converting Intangible Assetts
into Tangible Outcomes. Harvard Business School Press.
2. Enterprise architecture– Lankhorst, M. (2005). Enterprise Architecture at Work. Springer.
– Ross, J., Weill, P., and Robertson, D. (2006). Enterprise Architecture as Strategy. Harvard Business School Press.
3. Patterns– Adams, J., Koushik, S., Vasudeva, G., and Galambos, G. (2001). Patterns for
eBusiness - A Strategy for Reuse. IBM Press.
– Weill, P. and Vitale, M. (2001). Place to Space - Migrating to eBusiness Models. Harvard Business School Press.
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From business model to enterprise architecture > Articles
1. Business models and Strategy Maps– Osterwalder, A. and Pigneur, Y. (2005). Clarifying business models: Origins,
present and future of the concept. Comm. Association for Information Systems, 15:751–775.
– Kaplan, R. and Norton, D. (2000). Having trouble with your strategy? then map it. Harvard Business Review, 78(5):167–76.
2. Enterprise architecture– Lankhorst, M. (2004). Enterprise architecture modelling - the issue of integration.
Advanced Engineering Informatics, 18:205–216.
3. Patterns– Weill, P. and Vitale, M. (2002). What it infrastructure capabilities are needed
toimplement e-business models? MIS Quarterly Executive, 1(1):17–34.
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4. Environment assessment
BUSINESSstrategy
ITstrategy
BUSINESS IT
strategy
infrastructureIS
infrastructureORGANIZATION
infrastructure
source: [Camponovo and Pigneur, 2005]
Functionintegration
Strategicfit
BUSINESSenvironment
ITenvironment
Disruptive technologyCompetition analysisScenario planning
Environmentadaptation
PART 2 - From business model to application requirements
24Date Title 24 Interop > Geneva > October 6-7, 2006
GenevaOctober 6-7, 2006
Dr Michael Petit, FUNDP, Belgium
25
Interop
© 2006 Pigneur
Agenda
1. Value-based modeling (with e3value)
2. From value-based models to goal-based requirements (with i*)
VALUE-BASED | GOAL-BASED
26
Interop
© 2006 Pigneur
Business/IT alignment > from business model to application requirements
ORGANIZATIONinfrastructure
ITinfrastructure
BUSINESSstrategy
ITstrategy
BUSINESS IT
strategy
infrastructure
BUSINESSMODEL
From business modelTo goal-based requirements
BUSINESSAPPLICATION
Functionintegration
Strategicfit
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Interop
© 2006 Pigneur
4. Value-based modeling (with e3value)
source: [Gordijn and Akkermans, 2002]
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© 2006 Pigneur
5. Goal-based requirements (with i*)
source: [Yu and Mylopoulos, 2002]
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© 2006 Pigneur
5b. From value-based models to goal-based requirements (with i*)
source: [Gordijn and Petit, 2002]
PART 3 - From business model to business process
30Date Title 30 Interop > Geneva > October 6-7, 2006
GenevaOctober 6-7, 2006
Dr Eric Dubois, CRPHT, Luxembourg
31
Interop
© 2006 Pigneur
Agenda
1. Introduction to the B2B context
2. B2B Transaction development and animation (with Efficient)
3. From business models to transactions
B2B | EFFICIENT | MAPPING
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Interop
© 2006 Pigneur
Business/IT alignment > from business model to business process
ORGANIZATIONinfrastructure
ITinfrastructure
BUSINESSstrategy
ITstrategy
BUSINESS IT
strategy
infrastructure
BUSINESSMODEL
BUSINESSPROCESS
BUSINESSAPPLICATION
Functionintegration
Strategicfit
From business modelto transaction
33
Interop
© 2006 Pigneur
6. Introduction to the B2B context
34
Interop
© 2006 Pigneur
7. B2B Transaction development and animation (with Efficient)
35
Interop
© 2006 Pigneur
8. From business models to transactions
36
Interop
© 2006 Pigneur
Business/IT alignment > business model, process and application
ORGANIZATIONinfrastructure
ITinfrastructure
BUSINESSstrategy
ITstrategy
BUSINESS IT
strategy
infrastructure
From business modelto enterprise architecture
BUSINESSMODEL
BUSINESSPROCESS
From business modelTo goal-based requirements
BUSINESSAPPLICATION
Functionintegration
Strategicfit
From business modelto transaction
37
Interop
© 2006 Pigneur
Agenda
1. From business model to enterprise architecture– Business model and strategic map
– IT and enterprise architecture
– e-business patterns and IT infrastructure
2. From business model to application requirements– Value-based modeling (with e3value)
– From value-based models to goal-based requirements (with i*)
3. From business model to business process– Introduction to the B2B context
– B2B Transaction development and animation (with Efficient)
– From business models to transactions
