4. Definition
The Business Behavior Model is a model which
captures the impact of the participation of agents in
a business through an analysis of economic resources.
The participation is driven by decisions based on
agent motivation
In other words, a BBM models
motives,
decisions, and resouces
and how they are related
5. Strategic level (i*)
Legend
Actor
Cookie (business role)
Producer Customer
Increase
solvability Maximum
enjoyment
Actor’s
boundary
Produce Receive Eat sweet Goal
cookies payment foodstuff
D Task(Means)
Buy cookies Dependency
D
link
Sub-goal
link
Means-ends
link
8. BBM. Syntax and semantic
BBM Name Representation (syntax) Semantic
Economic resource Exchangeable resources that carries a set of properties.
Non-economic resource Resources that are not exchangeable to another actor.
(Motivation)
Economic resource Resource property
property
Decision nodes represent identification of (alternative
Decision
chains of) goals and means in order to reach an
objective
9. BBM. Syntax and semantic
BBM Name Representation (syntax) Semantic
Informational link Decision A is needed in order to take decision B.
A B
Causal link Property A has an impact on the value assigned
A B to property B. What impact is visualized through
a valuation symbol on the relationship (++,+,-,--).
Definitional link A B A is a sub-decision of B.
B
Decision A brings about an economic resource
Creation link A B. I.e., A creates a resource that is considered in
the model.
10. Example of BBM
Motivation
Resource
Good
cookies
solvency
Causal Sellability
relation + ++
- + Money
+
Property
price amount
+ -
quality quantity
Creation
Link
Produce
cookies Decision
11. Foundations
Rational Agent Theory
Anand S.R., Michael P.G. BDI Agents: From theory to practice (1995)
Resource Based View (of the firm)
Wernerfelt, B., The Resource-Based View of the Firm (1984)
Barney J., Firm Resources and Sustained Competitive Advantage (1991)
The Business Model Ontology (BMO)
Osterwalder A., Pigneur Y., An e-Business Model Ontology for Modeling
e-Business (2002)
Causal Graphs
as a syntactic base
Gammelgård M. et al., Business Value Evaluation of IT Systems:
Developing a Functional Reference Model (2006)
12. Usage scenarios
Providing complementary information, thereby
enriching the picture.
Can be used as a ”stepping-stone” when deriving a
Value model from a Goal model, or ...
... the other way around, deriving a Goal model
from a Value Model
13. Example
Create a Business Behavior Model from a Value
model
A Massively Multiplayer On-line Game (MMOG)
The example is from the Game provider’s point of
view
15. Decisions
Distribute
content
Create Game Transport CD Buy hosting
Provide MMOG
16. Resources and Motivation
Good
cash-flow
+
Money
Amount
+
-
MMOG
Hosting
Distribute
content
Create Game Transport CD Buy hosting
Provide MMOG
17. Resource dependencies and impact
Good
cash-flow
MMOG
Value Proposition Customer Infrastructure Financial aspect + Money
Sales +
+ Amount
Attractive-
ness +
+ -
+ AccessCost Hosting
No. of + +
players
High Capacity
Quality -
GamePrice
Game +
Price
Distribute
content
Create Game Transport CD Buy hosting
Provide MMOG
18. In Summary
The Business Behavior Model is positioned in
between (or rather, in both) the strategic level and
the tactical level of an organisation.
Enables analysis of resources where properties of
resources ultimately contributes positively or
negatively to the motives of agents.
...
19. From a Business/IT-alignment point of
view
Alignment by
mapping of levels
by introducing models that belong on serveral levels
Is Motivation (a non-economic resource) the same as
a Goal?
any Motivation seems to be possible to formulat as a
Goal. ”My market share next year should be 20%”
