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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: Giovanni.Camponovo@unil.ch – 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
Giovanni Camponovo > Soutenance de thèse: Conceptual Models for Designing Information Systems for the Strategic Analysis of Technology Environments
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
4Giovanni Camponovo
Giovanni Camponovo > Soutenance de thèse: Conceptual Models for Designing Information Systems for the Strategic Analysis of Technology Environments
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
5Giovanni 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
6Giovanni Camponovo
Giovanni Camponovo > Soutenance de thèse: Conceptual Models for Designing Information Systems for the Strategic Analysis of Technology Environments
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
Giovanni Camponovo > Soutenance de thèse: Conceptual Models for Designing Information Systems for the Strategic Analysis of Technology Environments
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
Giovanni Camponovo > Soutenance de thèse: Conceptual Models for Designing Information Systems for the Strategic Analysis of Technology Environments
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)
9Giovanni Camponovo
Giovanni Camponovo > Soutenance de thèse: Conceptual Models for Designing Information Systems for the Strategic Analysis of Technology Environments
MarketValue PropositionActor
Issue
offer demand
influence influence influence
2.2. Build > Environmental models (four perspectives)
10Giovanni Camponovo
Giovanni Camponovo > Soutenance de thèse: Conceptual Models for Designing Information Systems for the Strategic Analysis of Technology Environments
2.2. Build > Environmental models (detailed view)
Actors perspective Market perspectiveValue Proposition perspective
MarketingChannel
demand
use reachoffer
target
refine
Market
Customer
compose compose
Market Segment
TargetMarket
pressure exerts
endures
performmobilize
Resource
require
use
produce
Issues perspective
influenceinfluenceinfluence
influence
Issue
exerts
endures
Activity
Actorpossess
Capability
Technologyuse
Value Proposition
use
refine
11Giovanni Camponovo
Giovanni Camponovo > Soutenance de thèse: Conceptual Models for Designing Information Systems for the Strategic Analysis of Technology Environments
Actors perspective Market perspectiveValue Proposition perspective
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
12Giovanni Camponovo
Giovanni Camponovo > Soutenance de thèse: Conceptual Models for Designing Information Systems for the Strategic Analysis of Technology Environments
2.2. Evaluate > Case study 2005
Actors perspective Market perspectiveValue Proposition perspective
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
13Giovanni Camponovo
Giovanni Camponovo > Soutenance de thèse: Conceptual Models for Designing Information Systems for the Strategic Analysis of Technology Environments
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
14Giovanni Camponovo
Giovanni Camponovo > Soutenance de thèse: Conceptual Models for Designing Information Systems for the Strategic Analysis of Technology Environments
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
Actors perspective Market perspectiveValue Proposition perspective
MarketingChannel
demand
use reachoffer
target
refine
Market
Customer
compose compose
Market Segment
TargetMarket
pressure
performmobilize
Resource
require
use
produce
Issues perspective
influenceinfluenceinfluence
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
15Giovanni Camponovo
Giovanni Camponovo > Soutenance de thèse: Conceptual Models for Designing Information Systems for the Strategic Analysis of Technology Environments
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
16Giovanni Camponovo
Giovanni Camponovo > Soutenance de thèse: Conceptual Models for Designing Information Systems for the Strategic Analysis of Technology Environments
2.4. Build > instantiation (MASAM)
Visualization module, developed in flash embedded in a python module
17Giovanni Camponovo
Giovanni Camponovo > Soutenance de thèse: Conceptual Models for Designing Information Systems for the Strategic Analysis of Technology Environments
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?
18Giovanni 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
19Giovanni Camponovo
Giovanni Camponovo > Soutenance de thèse: Conceptual Models for Designing Information Systems for the Strategic Analysis of Technology Environments
Environment
Actors perspective Market perspectiveValue Proposition perspective
MarketingChannel
demand
use reachoffer
target
refine
Market
Customer
compose compose
Market Segment
TargetMarket
pressure exerts performmobilize
Resource
require
useproduce
Issues perspective
influenceinfluenceinfluence
influence
Issue
Activity
Actorpossess
Capability
Technologyuse
Value Proposition
use
3. Conclusions
WLAN <5h
UMTS/GPRSWLAN 850hUMTS/GPRSWLAN 850hUMTS/GPRSWLAN 850h
UMTS/GPRSWLAN 500hUMTS/GPRSWLAN 500hUMTS/GPRSWLAN 500h
UMTS/GPRSWLAN 500hUMTS/GPRSWLAN 500hUMTS/GPRSWLAN 500h
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
20Giovanni Camponovo
Giovanni Camponovo > Soutenance de thèse: Conceptual Models for Designing Information Systems for the Strategic Analysis of Technology Environments
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
21Giovanni Camponovo
Giovanni Camponovo > Soutenance de thèse: Conceptual Models for Designing Information Systems for the Strategic Analysis of Technology Environments
QuestionsQuestions
Pour plus d’informations:– Site Web: http://www.hec.unil.ch/gcampono
– Email: Giovanni.Camponovo@unil.ch
Giovanni CamponovoSoutenance de thèse: Conceptual Models for Designing Information Systems for the Strategic Analysis of Technology Environments
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