Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
권호 표지
DOI QR코드

DOI QR Code

A Comparative Study on Analytical Tools of Business Model

비즈니스 모델 분석도구에 관한 비교연구

  • Ryou, Hyo-Sang (Hospitality Business School, Sookmyung Women's University) ;
  • Lee, Dong-Hyun (Dept. of Business Administration, The Catholic University of Korea)
  • 유효상 (숙명여자대학교 경영전문대학원) ;
  • 이동현 (가톨릭대학교 경영학과)
  • Received : 2016.01.25
  • Accepted : 2016.05.20
  • Published : 2016.05.28
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this paper is to highlight the importance of the use of two analytical tools to the business and the academic world. The 'business model canvas' originally developed by Osterwalder and Pigneur(2010) consists of 9 building blocks, and provides an overview of the business model in a single page. The '10 types of innovation model' presented in Keeley et al.(2013), shows the framework and cases for innovating business model. Two tools contain the whole components of business model from value proposition, value creation, value delivery to value capture. Two tools, however can not provide much new idea for managers to improve the existing business model. Developing various business model cases and innovative business model archetypes are needed.

본 논문에서는 학계나 실무에서 주목하는 비즈니스 모델에 관한 두 가지 분석도구를 소개하고, 이를 활용하는 방법에 대해 설명하였다. Osterwalder and Pigneur(2010)가 소개한 '비즈니스 모델 캔버스'는 9개의 구성요소를 갖고 있으며, 한 장에 분석결과를 일목요연하게 정리할 수 있다. Keeley et al.(2013)가 소개한 '10가지 혁신 유형 모델'도 10개의 구성요소를 담고 있으며, 각 요소별로 혁신하는 방법을 제시하였다. 두 기법 모두 가치제안에서 가치창출, 가치전달, 가치확보에 이르기까지 비즈니스 모델이 갖추어야 할 전체 요소를 분석할 수 있다는 장점이 있다. 다만 기존 비즈니스 모델을 혁신할 때, 문제를 해결할 새로운 아이디어를 충분히 제공하지 못하는 단점이 있다. 향후 구성요소별로 다양한 혁신 사례들이 개발되고, 또한 혁신적인 비즈니스 모델의 원형들이 제시된다면, 기업 실무에서 보다 체계적으로 비즈니스 모델 설계나 혁신을 구현할 수 있을 것이다.

Keywords

References

  1. A. Osterwalder, Y. Pigneur, Business model generation. A handbook for visionaries, game changers and challengers, Hoboken: John Wiley and Sons, 2010.
  2. L. Keeley, R. Pikkel, B. Quinn, H. Walters, Ten types of innovation: The discipline of building breakthroughs, New Jersey, Wiley, 2013.
  3. N. J. Foss, T. Saebi, Business model innovation: The organizational dimension, Oxford University Press, 2015.
  4. Z. Lindgardt, M. Reeves Martin, G. Stalk, M. S. Deimler, Business model innovation, Boston Consulting Group Report, December, 2009.
  5. D. H. Lee, "A study on the concept of business model", Journal of the Aviation Management Society of Korea, Vol. 5, No. 1, pp.175-194, 2007.
  6. C. Zott, R. Amit, L. Massa, "The business model: Recent developments and future research", Journal of Management, Vol. 37, No. 4, pp.1019-1042, 2011. https://doi.org/10.1177/0149206311406265
  7. H. W. Chesbrough, "Business model innovation: Opportunities and barriers", Long Range Planning, Vol. 43, pp.354-363, 2010. https://doi.org/10.1016/j.lrp.2009.07.010
  8. J. K. Shin, A. R. Kim, K. S. Ha, "Business model innovation strategy for sustainable value creation in corporation", Journal of Digital Convergence, Vol. 11, No. 4, pp.153-164, 2013. https://doi.org/10.14400/JDPM.2013.11.4.153
  9. IBM Global Business Services, Expanding the innovation horizon: The global CEO study, 2006.
  10. S. Blank, "Why the lean start-up changes everything", Harvard Business Review, Vol. 91, No. 5, pp.63-72, 2013.
  11. H. S. Ryu, "Amazon is now bigger than Walmart", Dong-A Business Review, Vol. 185, pp.50-58, 2015.
  12. J. Richardson, "The business model: An integrative framework for strategy execution", Strategic Change, Vol. 17, No. 5/6, pp.133-144. 2008. https://doi.org/10.1002/jsc.821
  13. A. Osterwalder, Y. Pigneur, Y. G. Bernarda, A. Smith, Value proposition design. Hoboken: John Wiley and Sons, 2014.
  14. E. Ries, The lean startup: How today's entrepreneurs use continuous innovation to create radically successful businesses, Crown Business, New York, 2011.
  15. H. J. Byun, H. H. Ha, "A consulting case study on the startup business through the use of the BMC", Korean Management Consulting Review, Vol. 15, No. 1, pp.185-193, 2015.
  16. K. Mitani, Business model zenshi, Tokyo, Discover 21, 2014.
  17. S. H. Lee, D. W. Lee, "A case study in Japanese and prospect of cloud computing service in convergence age", Journal of the Korea Convergence Society, Vol. 6, No. 1, pp.17-22, 2015. https://doi.org/10.15207/JKCS.2015.6.1.017
  18. N. M. P. Bocken, S. W. Short, P. Rana, S. Evans, "A literature and practice review to develop sustainable business model archetypes", Journal of Cleaner Production, Vol. 65, pp.42-56, 2014. https://doi.org/10.1016/j.jclepro.2013.11.039
  19. L. S. Kim, "Convergence of information technology and corporate strategy", Journal of the Korea Convergence Society, Vol. 6, No. 6, pp.17-26, 2015. https://doi.org/10.15207/JKCS.2015.6.6.017