conceptual models for designing information systems for the strategic analysis of technology...

Conceptual Models for Designing Information Systems Conceptual Models for Designing Information Systems for the Strategic Analysis of Technology Environments for the Strategic Analysis of Technology Environments

Giovanni Camponovo, University of LausanneGiovanni Camponovo, University of Lausanne

SIG DSS WorkshopSIG DSS Workshop – December 10 2006, – December 10 2006, Milwaukee, WIMilwaukee, WI

Address: BFSH1, 1015 Lausanne, Switzerland – Tel: +41 21 692.3420 – email: [email protected] – website: http://www.hec.unil.ch/gcampono

2Giovanni Camponovo

Giovanni Camponovo > Soutenance de thèse: Conceptual Models for Designing Information Systems for the Strategic Analysis of Technology Environments

AgendaAgenda

1. Introduction– 1.1. Environmental Analysis

– 1.2. Common problems and potential solutions

2. Contributions– 2.1. A conceptual model of the environmental (framework)

– 2.2. A case Study

– 2.3. Towards an environmental toolbox

– 2.4. A first application prototype

3. Conclusions– 3.1 Summary of contributions

– 3.2 Future work directions

Giovanni CamponovoConceptual Models for Designing Information Systems for the Strategic Analysis of Technology Environments

3Giovanni Camponovo


1.1. Environmental analysis is like ...

... a radar allowing the firm to perceive

the immediate environment surrounding it

... a set of means allowing the firm to

maintain a direction in a changing environment

... an observatory allowing the firm to

anticipate the future evolution of the environment

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Quelques techniques existent …… mais pas de cadre de référence… peu d’outils adaptés ?

Information System– Conceptual model– Data– Analysis tools

Reality– Problems: complexity,

uncertainty, disruptivenessEnvironnement

Actors perspective Market perspectiveValue Proposition perspective

MarketingChannel

demand

use reachoffer

target

refine

Market

Customer

compose compose

Market Segment

TargetMarket

pressure exerts

performmobilize

Resource

require

use

produce

Issues perspective

influenceinfluenceinfluence

influence

Issue

Activity

Actorpossess

Capability

Technologyuse

Value Proposition

use Data

Conceptual model / framework

1.2. Problems and potential solutions

Tools

Collect

Store

Analyze

Dissemination & visualization

Entreprise

Strategicalignment

Visualization– Partial views

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AgendaAgenda










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2. Methodology > Design science

Solve a business need:– Provide a reference framework

for environmental analysis– Provide suitable tools and

information systems

Develop / Build

Justify / Evaluate

Assess Refine

IS Research

FoundationsMethodologies

PeopleOrganizationsTechnology

Environment Knowledge Base

BusinessNeeds

ApplicableKnowledge

Solve a business need Additions to the Knowledge Base

Add to the knowledge base:– Lack of integration among

existing techniques– Lack of methods for designing

suitable information systems and tools, define their requirments and model the data object used

7Giovanni Camponovo


2. Methodology (design science)

Goal: create useful artifacts for satisfying a business goal (conduct a strategic analysis of the environment of a firm)– Constructs: which environmental aspects must be taken into consideration?

– Models: how are the constructs interrelated?

– Methods: what methods and tools can be used to analyze these aspects?

– Instantiation: can we build a system to overcome current limitations ?

Research activitiesBuild Evaluate Theorize Justify

Research

ou

tpu

ts

Concepts Domain analysis(literature review)

Conceptual modeling

Longitudinal case study

Interviews with decision makers

Model

Methods Domain analysis(literature review)

Instantiations Software engineering

Implementation

Case study

8Giovanni Camponovo


2.1. Build > Environmental constructsConcept Definition References

Market the set of all actual and potential buyers of a market offer. (McCarthy et al. 1993)(Kotler 2003)

Market segment

a subset of a market composed by a more homogeneous group of customers with similar characteristics, needs and behavior.

(Smith 1956)(Kotler 1989)(Kotler 2003)

Customer an entity who has bought an offering of a firm or might conceivably buy it in the future.

(Narayana et al. 1975)(Peppers et al. 1993)(Kotler 2003)

Target Market

The part of the market that the company decides to pursue with some value proposition

(McCarthy et al. 1993)(Kotler 2003)

Value Proposition

the statements of benefits that the firm promises to deliver to its buyers so as to satisfy some of their needs

(Kambil et al. 1996), (Bagchi et al. 2000)(Kotler 2003)

Marketing Channel

a means that the firm uses to enter in contact, interact with and convey the value proposition to its target customers.

(Moriarty et al. 1990)(Wyner 1995)(Anderson et al. 1997)

Channel Link

a part of a marketing channel which is responsible for a specific marketing task or function.

(Moriarty et al. 1990)(Wyner 1995)(Anderson et al. 1997)

Technology any means or knowledge that can be used to achieve a given purpose such as to perform a task, solve a problem or stimulate further innovation.

(Davis 1989)(McOmber 1999)(Rogers 2003)

Actor an entity that has the ability to take some actions in the organization's environment which can affect the achievement of the organization's objectives

(Porter 1980)(Freeman 1984a)(Godet 2001)

Activity a transformation task which uses some inputs and produces some outputs for the purpose of achieving a given objective.

(Porter 1980)(Davenport et al. 1990)(Revaz et al. 1995)

Resource anything tangible or intangible that the firm can use in its processes (e.g. that is needed as input to carry out an activity or is produced as a result of it).

(Grant 1991)(Priem et al. 2001)(Wade et al. 2004)

Capability the ability to combine and mobilize the necessary resources to carry out an activity so as to produce a satisfactory result.

(Barney 1991)(Amit et al. 1993)(Wade et al. 2004)

Issue an open question, event, trend or other forthcoming development that can influence the future conditions of the environment and the ability of the firm to attain its goals.

(Ansoff 1980)(Dansker et al. 1987)(Godet 2001)(Bendahan et al. 2004)

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MarketValue PropositionActor

Issue

offer demand

influence influence influence

2.2. Build > Environmental models (four perspectives)

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2.2. Build > Environmental models (detailed view)


MarketingChannel

demand

use reachoffer

target

refine

Market

Customer

compose compose

Market Segment

TargetMarket

pressure exerts

endures

performmobilize

Resource

require

use

produce

Issues perspective


influence

Issue

exerts

endures

Activity

Actorpossess

Capability

Technologyuse

Value Proposition

use

refine




Issues perspective

Swisscom NomadicWorkers

Consumers

Orange GSM/GPRS

Sunrise

GSM/GPRSWLAN 300

ADSL

GSM/GPRSWLAN 500h

Monzoon

TPN

TheNet

WLAN 50h

WLAN 20h

Venues

WeRoam,iPass etc.

ISPs(various)

Location

Internetaccess

users

Free networks Device Mobility

WLAN <5hCommunitiesMyotis, NetAir

WLAN 20hADSL

MNO

WISPs

bundling

Coverage Regulation

User base,cellular net.

disruptivepotential

Exclusivecoverage

2.2. Evaluate > Case study 2002



2.2. Evaluate > Case study 2005


Issues perspective

Free networks Device Cellular

integration VoIP WIMAX

Network providers

Mobile operators

WISPs

WLAN <5h

UMTS/GPRSWLAN 850h

UMTS/GPRSWLAN 500h

UMTS/GPRSWLAN 500h

OrangeMonzoon

TPN

TheNet

Sunrise

Swisscom

Venues(various)

WeRoam,iPass etc.

CommunitiesMyotis etc.

ISPs(various) Cablecom CABLE

WLAN 500h

WLAN 300h

xDSLWLAN area

Customer relationship

Exclusive coverage

NomadicWorkers

Consumers

bundling



MarketValue PropositionActor

Issue

2.3. Build > Environmental Toolbox

- Scenario planning- Strategic issues- Issues-Actor models

- Market research methods- Market segmentation- Market targetting

- Marketing Mix Positioning- Marketing channel maps- Technology foresight

- Company analysis- Value system mapping- Pressure system mapping

Promotion of authors and

books, readings etc.

Vendors, personalreading

corners, coffee shops etc.

Check-out Return of books

Banners, personalized email, store

locators

Search engine, editors, critics,

reviews, exerpts

Shopping cart, wish list, order

status, home delivery

Transaction histoy, return of

books

Specialized affiliate

websites with direct link to

B&N

Epert recommendatio

n and critics

Free online courses with links to B&N

Online courses based on B&N

books

Mass advertising

B & N Stores

B & N Website

Affiliation network

B & N University

Traditional media

Awareness Evaluation Purchase After Sale



2.3. Build > Model as a basis for several tools

ACTORS

TECHNOLOGYt

T1

T3

T2 T4

T6

T5

MARKET

PRODUCT P1 P2

P3 P5

P4

M2M1 M3

P6

A1

A3A2


MarketingChannel

demand

use reachoffer

target

refine

Market

Customer

compose compose

Market Segment

TargetMarket

pressure

performmobilize

Resource

require

use

produce

Issues perspective


influence

Issue

Activity

Actorpossess

Capability

Technologyuse

Value Proposition

use

Data

Readers Newspaper TelCo/ISPLocal

operator

fee

article Article fee

Access

ISP

ISP fee

fee

access



2.4. Build > instantiation (MASAM)

Data

Issue

Pressure•influence

endures

Actor

exerts

Influence•position•salience•clout

influences Influenced by

ToolsMACTOR ALLAS

MASAM

Inputs computation

OMEN

a,ba,b Influence )nce(FullInflue 0

bc c,aa,ca,b

c c,aa,ca,aa,a

)nce(N-FullInflue)nce(N-FullInflue nce(N)FullInflueba

)nce(N- FullInflue)nce(N-FullInflue)ence(N- FullInflu nce(N)FullInflue

11,

111

a b b,ia,ba,ia a,ia,ii CloutnceFullInflue PositionPower Position Outcome

ia,ia,i - Outcome Position ctionDissatisfa

a,ia,ia,i Salienceaction Dissatisf Divergence

a a,ii Divergence Divergence

)(Average ,iaai SalienceImportance

b ib,ba,ia, CloutnceFullInfluePower

i ia,a iImportancePowerPower

i ib,ia,ib,ia,ba, - SalienceSalienceueNeutralValPositionPositionAlliance

MinMax

Min

ba,ba,ba,ba,

ba,ba,ba,ba, AllianceAlliance

AllianceAllianceDistance

ib,ia,ia,

jb,ja,jb,

jb,

ia,

Power

Power

Δ

Δ

SalienceSalience

SalienceSalience

Position

Position

visualization

USER DECISION

Instantiation

+ MASAM=

Uses inter-actor influence

aggregate analysisawkward visualization

Uses clout low-level analysis

intuitive visualization

Uses both both levels of analysis

intuitive visualization



2.4. Build > instantiation (MASAM)

Visualization module, developed in flash embedded in a python module



2.4. Evaluation > Instantiation > Case study example

Mobile network operators against wireless communities for regulation and free network emergence

MNO might easily ally with ISP and telecom equipment manufacturers. Communities are isolated

ISSUES ANALYSIS GRAPH

MNO and telecom equipment manufacturers have different priorities and positions on devices and free networks issues. They may exchange position for mutual benefit.

POWER REPARTITION GRAPH

ALLIANCE MAP

Negotiation?

Conflits?

Alliances?



AgendaAgenda












Environment


MarketingChannel

demand

use reachoffer

target

refine

Market

Customer

compose compose

Market Segment

TargetMarket

pressure exerts performmobilize

Resource

require

useproduce

Issues perspective


influence

Issue

Activity

Actorpossess

Capability

Technologyuse

Value Proposition

use

3. Conclusions

WLAN <5h

UMTS/GPRSWLAN 850hUMTS/GPRSWLAN 850hUMTS/GPRSWLAN 850h



OrangeMonzoon

TPN

TheNet

Sunrise

Swisscom

Venues(various)

WeRoam,iPass etc.

CommunitiesMyotis etc.

ISPs(various) Cablecom CABLE

WLAN 500hCABLE

WLAN 500hCABLE

WLAN 500h

WLAN 300h

xDSLWLAN area

xDSLWLAN area

xDSLWLAN area

NomadicWorkers

Consumers

Free networks Device Mobility Coverage Regulation

Problems– Lack of a framework for

environment scanning– Lack of suitable tools and

information systems

Constructs & model– Framework for

environment scanning

Tools:– Environmental toolbox

(to be refined)

Instantiation:– Enhances a few of the

identified tools

Case study:– Evaluate model

Case Study:– Evaluate instantiation



3. Future work directions

Research activities

Build Evaluate Theorize Justify

Research

ou

tpu

ts

Concepts Refine constructs and models

through interviews with environment

scanning professionals

Enhance testing through additional

case studies

Exploit investigator triangulation and

use other methods

Develop and evaluate theories about the impact of following

the environment framework on factors such as the strategic formulation process and the

performance of the firmModel

MethodsRefine definition of

environmental toolbox

Evaluate toolbox using case studies

and interviews

Develop and evaluate theories about the impact of using

various environmental tools

InstantiationsImplement

additional systems and prototypes

Enhance testing through case studies and interviews

Develop and evaluate theories about the impact of using

various environmental systems



QuestionsQuestions

Pour plus d’informations:– Site Web: http://www.hec.unil.ch/gcampono

– Email: [email protected]

Giovanni CamponovoSoutenance de thèse: Conceptual Models for Designing Information Systems for the Strategic Analysis of Technology Environments

conceptual models for designing information systems for the strategic analysis of technology...

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