PROFILE
Dr. Ir. Benny Ranti, MSc.
Applegate, L.M., Austin, R.D, and Soule, D.L., Corporate Information Strategy and Management, 8th edition, Burr Ridge, IL: McGraw-Hill/Irwin, 2009
Chapter
1 Graduate Program in IT University of Indonesia
Dr. Ir. Benny Ranti, MSc. [email protected]
Understanding Business Models
Corporate Information Strategy and Management
Key Learning Objectives for Chapter 1:
Understand the concept of a business model
Learn how to analyze the three components of a business model –
strategy, capabilities, and value – through a business model audit
Understand the different ways that business models can evolve and
recognize potential drivers of business model evolution
Applegate, L.M., Austin, R.D., and Soule, D.L., Corporate Information Strategy and Management, 8th edition, Burr Ridge, IL: McGraw-Hill/Irwin, 2009
Chapter 1: Understanding Business Models 3
Business Model Framework and Definition
Applegate, L.M., Austin, R.D., and Soule, D.L., Corporate Information Strategy and Management, 8th edition, Burr Ridge, IL: McGraw-Hill/Irwin, 2009
Chapter 1: Understanding Business Models 4
Analyzing Strategy (see Appendix 1-A)
Competitive strategy is about being different. It is about deliberately choosing a different position and
set of activities that enable you to deliver unique value (Michael Porter, 1996)
Strategy is a series of choices that define strategic positioning along
four key dimensions:
Market positioning to determine customers to serve.
Product positioning to determine products and services to offer.
Business network positioning to determine extended network of
suppliers, producers, distributors, and partners.
Boundary positioning to determine businesses that will not be pursued.
Assess business context
Asking “What business are we in?”
Consider relevant demographic, economic, political, regulatory,
societal factors, and IT trends that influence the business.
Applegate, L.M., Austin, R.D., and Soule, D.L., Corporate Information Strategy and Management, 8th edition, Burr Ridge, IL: McGraw-Hill/Irwin, 2009
Chapter 1: Understanding Business Models 5
…Analyzing Strategy
Analyze customers
Analysis of current and future customers.
The ability to use IT to collect and analyze real-time and historical
market information.
Analyze competitors and substitutes
Analysis of alternatives (4W 1H) that customers have for meeting their
needs.
IT can serve as an important source of differentiation and proprietary
advantage.
Assess the business network (see Appendix 1-B for detail)
Analysis of network of suppliers, distributors, and other partners.
IT is used to build and manage the networks and relationships.
Applegate, L.M., Austin, R.D., and Soule, D.L., Corporate Information Strategy and Management, 8th edition, Burr Ridge, IL: McGraw-Hill/Irwin, 2009
Chapter 1: Understanding Business Models 6
Impact of IT on Industry Structure and Relationships
Applegate, L.M., Austin, R.D., and Soule, D.L., Corporate Information Strategy and Management, 8th edition, Burr Ridge, IL: McGraw-Hill/Irwin, 2009
Chapter 1: Understanding Business Models 7
Analyzing Capabilities (see Appendix 1-A)
The fundamental purpose of organizations is to enable the attainment of goals that require
coordinated efforts. Interdependence and uncertainty make goal attainment more difficult and create
the need for organizational solutions (McEvily et al, 1998)
Analyze processes and infrastructure
Analysis of core processes required to produce products, deliver
services, acquire and serve customers, manage relationships, and
deliver a continuous stream of new products, services, and innovations.
IT forms the foundation for the processes and infrastructure within a
firm to create value.
Evaluate people and partners
Analysis of expertise needed to carry out the required activities and
processes.
IT is a powerful tool for defining, organizing, and building knowledge
assets within a firm and a business network.
Applegate, L.M., Austin, R.D., and Soule, D.L., Corporate Information Strategy and Management, 8th edition, Burr Ridge, IL: McGraw-Hill/Irwin, 2009
Chapter 1: Understanding Business Models 8
…Analyzing Capabilities
Assess organization and culture
Analysis of organization design that makes it easier or harder for
people to make decisions and get work done.
IT is used to share relevant information and closely monitor decisions
and actions made.
Evaluate leadership and governance
Analysis of leadership and governance system to prolong business
success.
The need to implement good IT governance to support good corporate
governance.
Applegate, L.M., Austin, R.D., and Soule, D.L., Corporate Information Strategy and Management, 8th edition, Burr Ridge, IL: McGraw-Hill/Irwin, 2009
Chapter 1: Understanding Business Models 9
Analyzing Value Created for All Stakeholders
Behind every major resource allocation decision a company makes lies some calculation of what that
move is worth (Tim Luehrman, 1997)
Applegate, L.M., Austin, R.D., and Soule, D.L., Corporate Information Strategy and Management, 8th edition, Burr Ridge, IL: McGraw-Hill/Irwin, 2009
Chapter 1: Understanding Business Models 10
…Analyzing Value Created for All Stakeholders
Identify internal and external stakeholders
Analysis of internal and external stakeholders’ interests and
expectations.
Identify business model drivers and alignment
Analysis of SWOT (see Appendix 1-A) to identify key revenue, cost,
and asset efficiency drivers and develop a business model dashboard
that reflects linkages and alignment among the various components.
IT is used to develop a business model dashboard and monitor
business model performance.
Develop the financial model and determine financing needs
Analysis of assumptions about the drivers of revenue, costs, and asset
efficiency.
Applegate, L.M., Austin, R.D., and Soule, D.L., Corporate Information Strategy and Management, 8th edition, Burr Ridge, IL: McGraw-Hill/Irwin, 2009
Chapter 1: Understanding Business Models 11
Analyzing Business Model Linkages
Applegate, L.M., Austin, R.D., and Soule, D.L., Corporate Information Strategy and Management, 8th edition, Burr Ridge, IL: McGraw-Hill/Irwin, 2009
Chapter 1: Understanding Business Models 12
Assessing the Impact of IT on Business Model Alignment
Applegate, L.M., Austin, R.D., and Soule, D.L., Corporate Information Strategy and Management, 8th edition, Burr Ridge, IL: McGraw-Hill/Irwin, 2009
Chapter 1: Understanding Business Models 13
Evolving Business Models
Enhance
Incremental improvements to an existing strategy or capability.
Expand
Launch new product categories, enter new markets, or expand
capabilities.
Explore
Launch new businesses and build new capabilities.
Exit
Exit a product or market or outsource a capability.
Applegate, L.M., Austin, R.D., and Soule, D.L., Corporate Information Strategy and Management, 8th edition, Burr Ridge, IL: McGraw-Hill/Irwin, 2009
Chapter 1: Understanding Business Models 14
Evolving the Amazon.com Business Model (1995-2000)
Applegate, L.M., Austin, R.D., and Soule, D.L., Corporate Information Strategy and Management, 8th edition, Burr Ridge, IL: McGraw-Hill/Irwin, 2009
Chapter 1: Understanding Business Models 15
Summary
It is tough to build a business model when the world is changing at
warp speeds.
Building successful businesses in these challenging times requires
that executives understand how to define and execute strategy,
develop and leverage capabilities, and create value for all
stakeholders.
In today’s turbulent times, business models must be aligned, yet
flexible, requiring even more skill and deep understanding of the
linkages among the business model components as business evolves
and grows over time.
During the last decade, IT has dramatically transformed business
models in most of the major industries. The impacts have
jumpstarted innovation and entrepreneurship around the world.