Modelling business models

Business model design does not always produce a “design” or “model” as the expected result. However, when designers are involved, a visual model or artifact is produced. To assist strategic managers in thinking about how they can act, the designers’ challenge is to combine both strategy and design notions. The intent of this article is to gain a better understanding of the modeling methods that can be used.Product Innovatie ManagementIndustrial Design Engineerin

Modelling in Business Model design

It appears that business model design might not always produce a design or model as the expected result. However when designers are involved, a visual model or artefact is produced. To assist strategic managers in thinking about how they can act, the designers challenge is to combine strategy and design notions. However, so far little is known about the modelling methods and recipe approaches that can be used. In this paper the author discusses the development of a methodology for modelling business models. The first half of the paper discusses the theoretical background and the second half the design methodology. In the theoretical background part, (1) the origins of business model design are uncovered in three streams of theory, (2) the essential characteristics of business models are identified and (3) the modelling notions and principles from the design theory perspective are provided. In the design methodology part, (4) three artefacts examples together with the modelling approaches are reported from three case experiments in the eHealth context, (5) the design methodology for business model design is synthesized and (6) research limitations and further directions are suggested. Practical implications include a framing of the ‘art of modelling’ a business model into a methodology that supports designers and strategists in thinking about how they can provide customers with value propositions in the context of network partners and financial conditions. Theoretical implications are threefold: (i) it advances the business models concept conceived in the field of strategic innovation management with the modelling aspects from design methodology; (ii) it provides artefacts examples that support strategists and designers in thinking about how they can act and (iii) it develops a modelling approach (recipe) that supports symbolic prototyping of a business model.Product Innovatie ManagementIndustrial Design Engineerin