Business model analysis from the activity system perspective: A design science research
Journal Title: BAR: Brazilian Administration Review - Year 2020, Vol 17, Issue 1
Abstract
Understanding a business modelis at the core of organizationalstrategy, competitiveness,and business sustainability. Descriptive approaches to understand business models are often based on the analysis of their components by looking at organizationalassets, resources, plans,and competencies. Althoughthere arenumerous contributions in the literature, few guidelines are offered regarding an Activity System perspective, in a prescriptive rather than a descriptive way. In this study,we propose a pragmatic solution to help cover thisliterature gap and to extend on previous studies. A Design Science Research approach was adopted including a multicase study of four business companies we examined in order to create a method for business modelanalysis from an Activity System perspective. The resulting artefact of the study is illustrated with data from the empirical cases. Three analytical movements are described as well as prescribed: dimensions analysis (i.e.,business definition, customer segment, value proposition, profit logic, critical factors of value proposition,and Activity System); visual representation including illustrations of its Activity System; and competitive analysis including prospection for changes and innovations. Finally, the artefact is discussed in relation to itsquality, utility,and usability
Authors and Affiliations
Marina Gaspareto, Éder Henriqson
Keywords
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- EP ID EP683772
- DOI https://doi.org/10.1590/1807-7692bar2020190049
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