Abstract
In business development, a wide range of ideas and conceptual tools are employed to facilitate understanding and change. Graphical models are commonly used to express and communicate the views of people involved. However, without knowledge of what business modelling means for business development, the efforts can easily be hindered instead of supported. This thesis contributes new insights relevant both for professionals involved in business development, and for researchers exploring information and business. It comprises eleven distinctive chapters, seven of which have been previously published in conference proceedings and edited books. In addition to introduction and integration chapters, the thesis comprises four main parts that deals with theoretical structuring, empirical description, frame development, and frame application, respectively. In the part on theoretical structuring, a conceptual framework of the use of business models in development work is developed. Based on theories of signs, learning, and knowledge paradigms, the framework characterises different model artefacts, model activities, and model assumptions. For the part on empirical description, two cases of business development and the use of graphical models are provided. The first case addresses concerns and challenges for process owners at Ericsson Radio, and the second deals with dilemmas that influence the work on process orientation and business descriptions at Sweden Post. In the third part of the thesis, frame development, a set of business frames in the form of modelling perspectives are elaborated. Three specific frames value, process, and concept are detailed in conjunction with three critical areas of exploration within a business: strategy solutions, operations solutions, and information solutions. For the part on frame application, the elaborated set of business frames is used in eleven cases of business analysis in order to explore framing challenges in practice. For overall conclusions, the meaning of business modelling for business development is characterised in four ways: First, it means versatility, in that not only different model artefacts, but also different model activities and model assumptions influence the development work. Second, it means depth-seeing, in that the frames together give extra dimensions to the framing of business. Third, it means delimitation, in that the modelling frames not only comprise specific perspectives on the business, but also imply more or less explicit ideas on what to include and exclude. Finally, business modelling means dual dependencies, in that the models are seen as reliant both on the business itself, and on the people producing and using the models. Table of contents: INTRODUCTION 1. Business Modelling for Business Development PART I: THEORETICAL STRUCTURING 2. The Role of Business Models in Development Work PART II: EMPIRICAL DESCRIPTION 3. Process Ownership in a Rapid Growth Situation 4. Sweden Post’s Exploration of Processes and Descriptions PART III: FRAME DEVELOPMENT 5. Using Business Models in Process Orientation 6. Value Modelling for Exploring Strategy Solutions 7. Process Modelling for Exploring Operations Solutions 8. Concept Modelling for Exploring Information Solutions PART IV: FRAME APPLICATION 9. Challenges in 11 Cases of Business Analysis INTEGRATION 10. What Business Modelling Means for Business Development 11. Implications and Reflections