Continuous business model planning with the value management platform
Geert Poels, Ben Roelens, Henk de Man, Theodoor van Donge · Ghent University Academic Bibliography (Ghent University) · 2018
The Value Delivery Modeling Language (VDML) is a standardized language for developing conceptual models that are used for the analysis and design of value creation and value capture in enterprise operations.Although the VDML 1.0 specification was published by the Object Management Group (OMG) in October 2015, as of yet, little is known about applications and experiences of value modeling with VDML.We report in this paper on the industrial practice of applying VDML for continuous business model planning using the Value Management Platform (VMP) tool of the Dutch company VDMbee.Neither the VMP user guide nor the VDML specification prescribe how to perform value modeling using the tool/language.With this paper, we add to the procedural knowledge of value modeling by analyzing the method applied in a continuous business model planning case-study of a low-cost carrier.We focus particularly on how the VMP was used in this case-study for supporting managerial decision making and strategy exploration regarding the company's future growth on both the existing business model and innovation-driven business transformation.By identifying, extracting, and making explicit the method of continuous business model planning using the VMP, we contribute to a better understanding of the practice of value modeling with VDML.