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Linking Strategic Innovation to Requirements: a look into Blue Ocean Strategy

C僚tant溜no Giannoulis
C僚tant溜no Giannoulis

Presented at PoEM 2012 - The 5th IFIP WG8.1 Working Conference on the Practice of Enterprise Modelling (Short Paper)

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Linking Strategic Innovation to Requirements: A look into Blue Ocean Strategy Constantinos Giannoulis, Jelena Zdravkovic 27/11/2012
Overview Strategic-IT Alignment Model-based Strategic- IT Alignment Blue Ocean Strategy and i* Conceptual Relationships Example: Southwest airlines Discussion Future work 27/11/2012
Strategic-IT Alignment Fit between business Towards RE: needs and IS priorities provides context to Long time commitment & systems developed planning with impact on frames requirement IT planning elicitation and systems focused use of IT: development improved performance provides rationale for choices made offers provision for the linkage between the goals resources of the business and the goals of IT. supports decision making 27/11/2012
Strategic-IT Alignment Where is our strategy? Apart from sales is this supporting our strategic intent? Is it within our strategic initiative? Has it been proposed considering our capabilities? 27/11/2012
Model-based Strategic-IT Alignment Strategy IT Enterprise Models Strategy Maps 1. Conceptualizations of Process Models Strategy formulations Requirements Models ... Value Chain 2. Strategy Formulation Models Blue Ocean Strategy 3. Integration to a unified ... business strategy meta-model ... UBSMM 27/11/2012
Model-based Strategic-IT Alignment: towards UBSMM 27/11/2012
Blue Ocean Strategy Four Action Framework Industry Factors Offering level 27/11/2012
Blue Ocean Strategy Strategy Canvas 27/11/2012
Blue Ocean Strategy Meta-Model 27/11/2012
i* Goal modeling notation primarily used within Requirements Engineering, Represents intentionality and rationale around the system of interest, Puts the system of interest in perspective within the social setting meant to be employed, Addresses goals and actors (organizational entities), Adheres to a unified meta-model that includes all elements of the notation and captures most known variants (i*/Yu, i*/Trento, i*/GRL, etc.) 27/11/2012
The i* Meta-Model 27/11/2012
Conceptual Relationships Concept mappings between meta- models when possible, When not, lexicon of the i* model is used. 27/11/2012
Example Southwest Airlines 27/11/2012
Example Southwest Airlines 27/11/2012
Example Southwest Airlines 27/11/2012
Conclusion A conceptualization of Blue Ocean Strategy (BOS) is built in the form of a conceptual model: BOSMM Model based mappings between BOSMM and i*, have been proposed An example application of these mappings is also provided using the case of Southwest Airlines. 27/11/2012
Discussion The RE process is facilitated with an initial i* model that frames the intentionality of systems developed. Traceability between a system-to-be and strategy is enhanced, thus offering reason to support decisions taking. Requirements can be traced to strategic goals providing reason. The conceptualization of BOS can be integrated into UBSMM and provide a complete view of strategy 27/11/2012
Model-based Strategic-IT Alignment: towards UBSMM 27/11/2012
Model-based Strategic-IT Alignment: towards UBSMM UBSMM can be used: In enterprises with multiple strategies across units/locations/etc. allowing CIOs to align strategies, and thus align/exchange requirements Allowing CIOs to integrate with strategies of others As a standard pivot model for mappings between strategy formulations As a generic meta-model for strategy adhering to a classical Model Driven classification(Meta- 27/11/2012 model, model, instance)
Future Work Integrate BOSMM to UBSMM Explore the possibility to abstract UBSMM into a generic meta-model for strategy adhering to classical meta-modeling, where: Strategy (meta-model) Strategy Maps variant of UBSMM (model) Value Chain variant of UBSMM (model) Blue Ocean Strategy variant of UBSMM (model) o Blue Ocean Strategy variant of UBSMM for Southwest Airlines (instance) Evaluate Model-based Strategic-IT Alignment through empirical studies with practitioners 27/11/2012
Linking Strategic Innovation to Requirements: A look into Blue Ocean Strategy Constantinos Giannoulis, Jelena Zdravkovic 27/11/2012

More Related Content

Linking Strategic Innovation to Requirements: a look into Blue Ocean Strategy

  • 1. Linking Strategic Innovation to Requirements: A look into Blue Ocean Strategy Constantinos Giannoulis, Jelena Zdravkovic 27/11/2012
  • 2. Overview Strategic-IT Alignment Model-based Strategic- IT Alignment Blue Ocean Strategy and i* Conceptual Relationships Example: Southwest airlines Discussion Future work 27/11/2012
  • 3. Strategic-IT Alignment Fit between business Towards RE: needs and IS priorities provides context to Long time commitment & systems developed planning with impact on frames requirement IT planning elicitation and systems focused use of IT: development improved performance provides rationale for choices made offers provision for the linkage between the goals resources of the business and the goals of IT. supports decision making 27/11/2012
  • 4. Strategic-IT Alignment Where is our strategy? Apart from sales is this supporting our strategic intent? Is it within our strategic initiative? Has it been proposed considering our capabilities? 27/11/2012
  • 5. Model-based Strategic-IT Alignment Strategy IT Enterprise Models Strategy Maps 1. Conceptualizations of Process Models Strategy formulations Requirements Models ... Value Chain 2. Strategy Formulation Models Blue Ocean Strategy 3. Integration to a unified ... business strategy meta-model ... UBSMM 27/11/2012
  • 7. Blue Ocean Strategy Four Action Framework Industry Factors Offering level 27/11/2012
  • 8. Blue Ocean Strategy Strategy Canvas 27/11/2012
  • 9. Blue Ocean Strategy Meta-Model 27/11/2012
  • 10. i* Goal modeling notation primarily used within Requirements Engineering, Represents intentionality and rationale around the system of interest, Puts the system of interest in perspective within the social setting meant to be employed, Addresses goals and actors (organizational entities), Adheres to a unified meta-model that includes all elements of the notation and captures most known variants (i*/Yu, i*/Trento, i*/GRL, etc.) 27/11/2012
  • 12. Conceptual Relationships Concept mappings between meta- models when possible, When not, lexicon of the i* model is used. 27/11/2012
  • 13. Example Southwest Airlines 27/11/2012
  • 14. Example Southwest Airlines 27/11/2012
  • 15. Example Southwest Airlines 27/11/2012
  • 16. Conclusion A conceptualization of Blue Ocean Strategy (BOS) is built in the form of a conceptual model: BOSMM Model based mappings between BOSMM and i*, have been proposed An example application of these mappings is also provided using the case of Southwest Airlines. 27/11/2012
  • 17. Discussion The RE process is facilitated with an initial i* model that frames the intentionality of systems developed. Traceability between a system-to-be and strategy is enhanced, thus offering reason to support decisions taking. Requirements can be traced to strategic goals providing reason. The conceptualization of BOS can be integrated into UBSMM and provide a complete view of strategy 27/11/2012
  • 19. Model-based Strategic-IT Alignment: towards UBSMM UBSMM can be used: In enterprises with multiple strategies across units/locations/etc. allowing CIOs to align strategies, and thus align/exchange requirements Allowing CIOs to integrate with strategies of others As a standard pivot model for mappings between strategy formulations As a generic meta-model for strategy adhering to a classical Model Driven classification(Meta- 27/11/2012 model, model, instance)
  • 20. Future Work Integrate BOSMM to UBSMM Explore the possibility to abstract UBSMM into a generic meta-model for strategy adhering to classical meta-modeling, where: Strategy (meta-model) Strategy Maps variant of UBSMM (model) Value Chain variant of UBSMM (model) Blue Ocean Strategy variant of UBSMM (model) o Blue Ocean Strategy variant of UBSMM for Southwest Airlines (instance) Evaluate Model-based Strategic-IT Alignment through empirical studies with practitioners 27/11/2012
  • 21. Linking Strategic Innovation to Requirements: A look into Blue Ocean Strategy Constantinos Giannoulis, Jelena Zdravkovic 27/11/2012

Editor's Notes

  • #4: Here we need to clarify that by Strategy we mean both business strategy and corporate strategy as the terms widely used in a mixed way in the literature
  • #5: Classical requirements example, BUT where is the strategy?????
  • #6: Context of our work
  • #7: The 3 views of strategic planning from top to bottom:The Resource-based view: Strategy Maps & Balanced ScorecardsThe Industrial view: Value Chain, Shop, NetworkThe Shumpeterian view: Blue Ocean StrategyThe models and figures are not meant to be read, only to point (the value chain is well known by its shape)
  • #19: The 3 views of strategic planning from top to bottom:The Resource-based view: Strategy Maps & Balanced ScorecardsThe Industrial view: Value Chain, Shop, NetworkThe Shumpeterian view: Blue Ocean Strategy
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