Suratno, B.

Service-Dominant Logic (SDL) is a mindset that creates many opportunities for designing and innovating networked business models, in which multiple parties collaborate to deliver a specific value (called value-in-use) to a specific customer class. These business models are called service dominant business models. One general problem in business model design and implementation is the limited methodological support that guides the operationalization of business models into business processes and information systems. This problem also exists in the SDL context – and is possibly greater than in non-SDL cases because service-dominant business models require business processes spanning a collaboration between multiple parties. It is this problem that is addressed in this thesis.

This thesis proposes a method (namely, SDBMOM) for the operationalization of service-dominant business models into conceptual business process models specified in the BPMN standard as the first step towards business model implementation. SDBMOM is developed as part of the BASE/X business engineering framework, which aims to provide conceptual and methodological support for adopting SDL in the end-to-end business design and operationalization.

In the development of the SDBMOM, we have followed the design-science research methodology. We have defined the problem and set of design objectives, developed and designed our artifact, and evaluated its validity and utility. SDBMOM is conceptualized and characterized in the BASE/X framework and presented as a stepwise method that relies on the concepts and elements of the well known process modeling approach - BPMN.

The structured SDBMOM method ensures the operationalization of business models as a whole, and delineates the operational scope and boundaries for each value co-creating network party provides the basis for the specification of conceptual and executable process models, and eventually facilitate their implementation in process-aware information systems.

In this thesis, we use an illustrative business scenario from the travel industry domain to explain, illustrate and evaluate the method. The method is evaluated with the help of expert practitioners from various industry domains.