Relationships between value and goal modelling: revisiting ... · • A value model that describes...
Transcript of Relationships between value and goal modelling: revisiting ... · • A value model that describes...
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Relationships between value and goal modelling: revisiting a case study in e3value
Michaël PetitValue Modelling Workshop, Tilburg, January 18th 2007
PRECISE research group
University of Namur, Belgium
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University of Namur, BelgiumComputer Science Faculty
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Outline
• Alignment, Evolution• Goal and value modelling: revisiting a case
study• Conclusion and future work
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Model-based Alignment of Business and IT
Competitors Our companyPartners Customers
Strategic
Value / Business model
Businessprocesses
IT requirements
IT implementation
Strategic business goals and indicators, market shares, price levels, positioning, …
Needs, goals, …
Value proposition, goods, services, value exchanges, utility, reciprocity, …
Buying process, transactions, …
Production and delivery process, marketing process, order management, …
Requirements for IT support for business processes
Implemented IT systems (ERPs, CRM, commercial website, web-based marketing, …)
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Model-based Evolution of Business and IT
Competitors Our companyPartners Customers
Strategic
Value / Business model
Businessprocesses
IT requirements
IT implementation
Change
Not aligned
As-is (current)
Competitors Our companyPartners Customers
Strategic
Value / Business model
Businessprocesses
IT requirements
IT implementation
Evolution To-be (future)
Change
Change
Change
Change
Change
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Goal and value Modelling
Competitors Our companyPartners Customers
Strategic
Value / Business model
Businessprocesses
IT requirements
IT implementation
Goal model
e3value model
BPchanges
IT reqs
IT impl.
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Goal and value modelling: an example
The Amsterdam Times on-line news service
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Current situation – e3value model
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e3value modelling: what?
Reciprocity
Bundling
+ Customer needs: what triggers value object exchanges
+ Causal relationsbetween customer needsand value exchanges
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e3alue modeling: why?• Understand how actors exchange things of economic
value• Define a base for business processes and IS
architecture• Measuring/evaluating economic sustainability: net
value flow
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e3alue modeling
• An e3value model describes…• The effects of participating in the value model on each actor’s
“economic wealth”
• But e3value does not describe…• The effects of participating in the value model on other actor
«properties »• E.g. customer satisfaction, effort spent, company image, …
Î C3value: second order values, resources
• The general strategy of actors and the criteria to chooseamong alternative value models
• E.g. a less economically interesting model but more strategic in terms of company image
Î Goal model
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What needs to be represented
• A value model that describes the value exchanges among actors involved in satisfyinga customer need
• But also• a « contribution » model that shows the effect of
participating in value models for an agent on itsresources, assets, …
• a goal model that describes the objectives and thestrategies of actors and potential conflicts andsynergies
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Contribution model: state/resource basedview
Actor
Measurableproperty
State
participates
of
Causal relationships
owns
source
destination
Value
has
Scalemeasurement belongs
Value Modelaffects
Resource
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Contribution model Example: reader
Knowledge
Money
Pleasure
Quality oftitle
Quantity of adsin title
-
+
Buy Title
Appropriatenessof title news
+
Watch newon TV
Resource
Participation in value model
MeasurableProperty
Legend:
-
+
+
+
+
[Holbrook,C3]
Number oftitle sales
+
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Contribution model Example: Title
Title:Revenues
Revenuesfor titles
Quantity of adsin title
+
+
Sell Titleand ads
Revenues for ads
+
Resource
Participation in value model
MeasurableProperty
Legend:
-
+
+
x
[Porter,Resource based view]
Title price Number oftitle sales
++
Ads price
+
Title: Costs
Title:Money
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Contribution model Example: Advertiser
Advertiser:Number of sales
Ads exposure
+
Advertisein title
Resource
Participation in value model
MeasurableProperty
Legend:+
+
Advertiser:Money
Quantity of adsin title
+
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Goal modelling: what?
Actor Goal
Measurableproperty
State
has Goal relationship
desired
of
owns
source
destination
Contribution relationship
Means-endrelationship
Conflicts / synergies (+/-)
Reasoning(and/or)
Partlyderivedfromcontribution model
Goals classes [KOAS]:Achieve, maintain, avoid, cease
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Current situation: goal modelling
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Goal modeling: Why?
• Have a coherent set of multi-actor goals that can be satisfied by executing one or more business (value) model.
• Detect potential conflicts and synergies:• Inter-actor or Intra-actor• Incompatible and in-lined goals, business value model
conflicts, channel conflicts, …
• Evaluate if the value model fits the strategic goals?• Understand why goals are not met, by understanding
“causal” links among goals
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Define strategy: example of the title
Reader:Pleasure
Quality oftitle
-+
+
Title:Revenues
Revenuesfor titles
Quantity of adsin title
+
+
Revenues for ads
+
-
+
+
Title priceNumber oftitle sales
++
Ads price
+
Title: Costs
Title:Money
Limited marketscope (title)
High readerneed
satisfaction
High qualityof title
Medium Price title
and
Focussednews
++
Appropriatenessof title news
+
Achieve andmaintain
Sufficient titleprofit
and
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Detect conflicts and synergies
Reader:Pleasure
Quality oftitle
-
+
+
Title:Revenues
Revenuesfor titles
Quantity of adsin title
+
+
Revenues for ads
+
-
+
+
Title price Number oftitle sales
++
Ads price
+
Title: Costs
Title:Money Advertiser: Have large
Ads exposure
Title: High number
of readers
Reader: High quality
of title
Title: High numberof adds in title
Means-end
Reader: Enjoy title
synergy
conflict synergy
synergy
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Evaluate fit of value model to strategic goals
• The « contribution » effect of the participation in the value modelcan be used to check if goals achievements are affected
• In the Amsterdam times case:• Revenues are decreasing because of competition (environement
change)• Economic sustainability is threatened!• A change is required
• New strategies• New value models
Sell Titleand ads
xTitle:MoneyAchieve and
maintainSufficient title
profit
???
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Conclusion
• Decouple causal model from value model andgoal model• Represents domain knowledge (or believe)• Used to derive goals systematically• Used to detect conflicts and synergies• Effect of participation in a value model is best
represented in c3value
• Future works:• Formalise meta-model• Taxonomy of resources and goals• Patterns for strategies
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Contact :Michaël Petit
http://www.info.fundp.ac.be/~mpe
Thank you for your attention!
Michaël Petit, Jaap Gordijn and Roel Wieringa, Understanding business strategies of networked value constellations using goal
and value modeling, in Proc. of RE’06 conference
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University of Namur, BelgiumComputer Science Faculty
Any question ?