Study about Continuous Business Model Planning with the Value Management Platform

by Geert Poels and Ben Roelens of the Ghent University, Henk de Man and Theodoor van Donge.

A contribution to a better understanding of the practice of value modeling with VDML/OMG

Introduction

With this paper, we add to the procedural knowledge of value modeling by analyzing the method applied in a continuous business model planning case-study of a low-cost carrier. We focus particularly on how the Value Management Platform (VMP) was used in this case-study for supporting managerial decision making and strategy exploration regarding the company’s future growth on both the existing business model and innovation-driven business transformation. By identifying, extracting, and making explicit the method of continuous business model planning using the VMP, we contribute to a better under-standing of the practice of value modeling with Value Delivery Modeling Language (VDML).

Continuous Business Model Planning

Continuous Business Model Planning

The VDML is a standardized language for developing conceptual models that are used for the analysis and design of value creation and value capture in enterprise operations. Although the VDML 1.0 specification was published by the Object Management Group (OMG) in October 2015, as of yet, little is known about applications and experiences of value modeling with VDML. We report in this paper on the industrial practice of applying VDML for continuous business model planning using VMP of the Dutch company VDMbee. Neither the VMP user guide nor the VDML specification prescribe how to perform value modeling.

This publication adds to the procedural knowledge of value modeling by analyzing the method applied in a continuous business model planning case-study.
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