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THE BUSINESS MODEL ONTOLOGY (Ph.D. thesis
2004)
a proposition in a design science approach
Alexander Osterwalder
This dissertation aims at bringing the young research
stream on business models a step further. After presenting
and analyzing existing knowledge in the domain it
consolidates present research into a specification
of a conceptualization resulting in the proposition
of a business model ontology defining the semantics
and relationships of nine business model elements.
These are value proposition, target customer, customer
relationship, distribution channel, value configuration,
capabilities, partnerships, revenue model and cost
structure. The business model ontology is then translated
into an XML-based description language called BM2L
in order to capture and describe a concrete case study,
the Montreux Jazz Festival. The ontology is evaluated
and possible applications, particularly IS and business
alignment, are proposed and further outlined as information
and communication technologies in general and e-business
in particular are increasingly underpinning today's
business models.
The full document can be downloaded here (pdf)
(3'260 Ko)
The defense presentation can be downloaded here (ppt)
(1'884 Ko)
Table of contents and chapter downloads:
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