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  • 1.
    Wilson, Magnus
    Blekinge Tekniska Högskola, Fakulteten för datavetenskaper, Institutionen för programvaruteknik. Ericsson AB.
    Towards Effective and Efficient Business Model change: Opportunities and challenges for software-intensive product development companies2019Licentiatavhandling, sammanläggning (Övrigt vetenskapligt)
    Abstract [en]

    Digitalization initiates and drives significant changes to the process level, organization level, and business level of software-intensive product development (SIPD) companies and their customers. Digitalization creates new opportunities through digital transformation strategies of the business environment. Digitalization also significantly reduces the turnaround-time on a transaction, driving new challenges for the alignment of business and technology changes. For a successful business model realization, a company must understand what capabilities the organization has (in staff and products), what is required, and more importantly, how to turn these capabilities into good-enough abilities without disturbing the effectiveness and efficiency of the daily operations. Integrating the product and service development and the value delivery with a learning organization is critical for efficient business model change (BMCh).

    This thesis seeks to develop conceptual models for how BMCh is linked to value, learning organization design, and the transformation of capabilities into abilities derived from business model activities and actor interactions. Such conceptual models facilitate to investigate and identify critical mechanisms and capabilities needed to effectively and efficiently manage BMCh at full scale for SIPD companies, allowing them to exploit the on-going digitalization, may it be through (disruptive) business model innovation, technology innovation, or by continuously adapting and evolving the business operations.  

    I use the SIPD company as the unit of analysis, with the dual-lens of value and knowledge, set in the context of a business model and how the value creation and capture are influenced by the interaction between two actors performing a business model activity. I build on the business model literature and infuse theories for knowledge creation, learning organizations, and contractual promises to create value. Conducting a cross-disciplinary literature review, followed by a synthesis of related literature, industry best-practices, and an associated design science study, my propositions were validated in a longitudinal case study exploring a service industrialization program in the telecommunication industry.

    I have produced five conceptual models and seven propositions as a start to be able to support the design of a governance mechanism, as the critical engine for both the learning organization and effective and efficient BMCh. The industry now explores the models found during the case study.

    My synthesis shows a need for further research into BMCh regarding early detection and measurements of gaps in value, gaps in knowledge, ambiguity, equivocality, and abilities. Flexible role-based governance views present the measurements, as part of the governance mechanisms for full-scale, effective, and efficient BMCh. Further, I also aim to implement such governance mechanisms in software, by using the associated research in intent-driven systems. In the meantime, I propose industry to build knowledge and experience related to the seven propositions.

  • 2.
    Wilson, Magnus
    et al.
    Blekinge Tekniska Högskola, Fakulteten för datavetenskaper, Institutionen för programvaruteknik.
    Wnuk, Krzysztof
    Blekinge Tekniska Högskola, Fakulteten för datavetenskaper, Institutionen för programvaruteknik.
    Business Modeling and Flexibility in Software-Intensive Product Development - A Systematic Literature Review2018Ingår i: 17th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2018, Kuwait City, Kuwait, October 30 – November 1, 2018, Proceedings / [ed] Springer, Springer, 2018, s. 292-304Konferensbidrag (Refereegranskat)
    Abstract [en]

    Continuously achieving and maintaining competitive advantage is the critical survival factor for software-intensive product development companies undergoing digitalization transformation. These companies remain uncertain if investments in business modeling is sufficient to cope with rapidly changing business models, technology, and customer demands. We conducted a Systematic Literature Review using the snowballing methodology to explore the effects of business modeling on business flexibility and variability in the realization. Our results confirm a research gap regarding translating desired strategic flexibility into business options that can efficiently and effectively be implemented using software-based variability in the realization. We conclude that more research is needed consolidating business model innovation, experimentation, and operationalization. Building on theories for learning and knowledge creation, we propose a framework for describing change and analyzing strategic, tactical and operational choices in business model experimentation.

  • 3.
    Wilson, Magnus
    et al.
    Blekinge Tekniska Högskola, Fakulteten för datavetenskaper, Institutionen för programvaruteknik.
    Wnuk, Krzysztof
    Blekinge Tekniska Högskola, Fakulteten för datavetenskaper, Institutionen för programvaruteknik.
    Business modeling and flexibility in software-intensive product development: A systematic literature review2018Ingår i: Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), Springer Verlag , 2018, Vol. 11195, s. 292-304Konferensbidrag (Refereegranskat)
    Abstract [en]

    Continuously achieving and maintaining competitive advantage is the critical survival factor for software-intensive product development companies undergoing digitalization transformation. These companies remain uncertain if investments in business modeling is sufficient to cope with rapidly changing business models, technology, and customer demands. We conducted a Systematic Literature Review using the snowballing methodology to explore the effects of business modeling on business flexibility and variability in the realization. Our results confirm a research gap regarding translating desired strategic flexibility into business options that can efficiently and effectively be implemented using software-based variability in the realization. We conclude that more research is needed consolidating business model innovation, experimentation, and operationalization. Building on theories for learning and knowledge creation, we propose a framework for describing change and analyzing strategic, tactical and operational choices in business model experimentation. © IFIP International Federation for Information Processing 2018.

  • 4.
    Wilson, Magnus
    et al.
    Blekinge Tekniska Högskola, Fakulteten för datavetenskaper, Institutionen för programvaruteknik. Ericsson AB.
    Wnuk, Krzysztof
    Blekinge Tekniska Högskola, Fakulteten för datavetenskaper, Institutionen för programvaruteknik.
    The implications of digitalization on business model changeIngår i: Business & Information Systems Engineering, ISSN 1867-0202Artikel i tidskrift (Övrigt vetenskapligt)
    Abstract [en]

    Many software-intensive product development companies are still struggling with the alignment of business and technology changes to find an optimal balance between products and services while remaining agile, effective, and efficient. Business model alignment is highlighted as a new business model research area for understanding the relationships between the dynamic nature of business models, organization design, and the value creation in the business model activities.

    In this paper, we synthesize the impact of digitalization on business model change for the software-intensive product development industry. Based on established theories, we link effectiveness and efficiency, to value creation in business model activities and organizational learning, in a step towards conceptualizing business model change as a significant part of developing software architectural support for a business model change in a learning organization.  

    Our unit of analysis is the value created in a transaction between two actors in a business model activity, and how that value is supporting transforming a capability into an efficient ability. Based on our results and to facilitate the cross-disciplinary analysis of business model dynamics, we present seven propositions and a conceptual model linking effectiveness, efficiency, value, transaction, and organizational learning to business model change via the \textit{value membrane}. 

  • 5.
    Wilson, Magnus
    et al.
    Blekinge Tekniska Högskola, Fakulteten för datavetenskaper, Institutionen för programvaruteknik.
    Wnuk, Krzysztof
    Blekinge Tekniska Högskola, Fakulteten för datavetenskaper, Institutionen för programvaruteknik.
    Silvander, Johan
    Blekinge Tekniska Högskola, Fakulteten för datavetenskaper, Institutionen för programvaruteknik.
    Gorschek, Tony
    Blekinge Tekniska Högskola, Fakulteten för datavetenskaper, Institutionen för programvaruteknik.
    A Literature Review on the Effectiveness and Efficiency of Business Modeling2018Ingår i: e-Informatica Software Engineering Journal, ISSN 1897-7979, E-ISSN 2084-4840, Vol. 12, nr 1, s. 265-302Artikel, forskningsöversikt (Refereegranskat)
    Abstract [en]

    Background: Achieving and maintaining a strategic competitive advantage through business and technology innovation via continually improving effectiveness and efficiency of the operations are the critical survival factors for software-intensive product development companies. These companies invest in business modeling and tool support for integrating business models into their product development, but remain uncertain, if such investments generate desired results. Aim: This study explores the effects of business modeling on effectiveness and efficiency for companies developing software-intensive products. Method: We conducted a systematic literature review using the snowballing methodology, followed by thematic and narrative analysis. 57 papers were selected for analysis and synthesis, after screening 16 320 papers from multiple research fields. Results: We analyzed the literature based on purpose, benefit, challenge, effectiveness, and efficiency with software and software-intensive products as the unit of analysis. The alignment between strategy and execution is the primary challenge, and we found no evidence that business modeling increases effectiveness and efficiency for a company. Any outcome variations may simply be a result of fluctuating contextual or environmental factors rather than the application of a specific business modeling method. Therefore, we argue that governance is the fundamental challenge needed for business modeling, as it must efficiently support simultaneous experimentation with products and business models while turning experiences into knowledge. Conclusion: We propose a conceptual governance model for exploring the effectiveness and efficiency of business modeling to occupy the missing link between business strategy, processes and software tools. We also recommend managers to introduce a systematic approach for experimentation and organizational learning, collaboration, and value co-creation.

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