Presented at PoEM 2012 - The 5th IFIP WG8.1 Working Conference on the Practice of Enterprise Modelling (Short Paper)

1. Linking Strategic Innovation to Requirements:
A look into Blue Ocean Strategy
Constantinos Giannoulis, Jelena Zdravkovic
27/11/2012

2. Overview
 Strategic-IT Alignment
 Model-based Strategic-
IT Alignment
 Blue Ocean Strategy
and i*
 Conceptual
Relationships
 Example:
Southwest airlines
 Discussion
 Future work
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3. Strategic-IT Alignment
 Fit between business Towards RE:
needs and IS priorities  provides context to
 Long time commitment & systems developed
planning with impact on  frames requirement
IT planning elicitation and systems
 focused use of IT: development
improved performance  provides rationale for
choices made
 offers provision for
…”the linkage between the goals
resources
of the business and the goals of IT.”
 supports decision making
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4. Strategic-IT Alignment
 Where is our
strategy?
 Apart from sales
is this supporting
our strategic
intent?
 Is it within our
strategic
initiative?
 Has it been
proposed
considering our
capabilities?
 …
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5. Model-based Strategic-IT Alignment
Strategy IT
Enterprise Models
Strategy Maps 1. Conceptualizations of •Process Models
Strategy formulations •Requirements Models
•...
Value Chain
2. Strategy Formulation
Models
Blue Ocean Strategy
3. Integration to a unified ...
business strategy meta-model
... UBSMM
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6. Model-based Strategic-IT Alignment:
towards UBSMM
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7. Blue Ocean Strategy
Four Action Framework
 Industry Factors
 Offering level
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8. Blue Ocean Strategy
Strategy Canvas
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9. Blue Ocean Strategy Meta-Model
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10. i*
• Goal modeling notation primarily used within
Requirements Engineering,
• Represents intentionality and rationale around the
system of interest,
• Puts the system of interest in perspective within the
social setting meant to be employed,
• Addresses goals and actors (organizational entities),
• Adheres to a unified meta-model that includes all
elements of the notation and captures most known
variants (i*/Yu, i*/Trento, i*/GRL, etc.)
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11. The i* Meta-Model
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12. Conceptual Relationships
 Concept mappings between meta-
models when possible,
 When not, lexicon of the i* model is
used.
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13. Example – Southwest Airlines
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14. Example – Southwest Airlines
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15. Example – Southwest Airlines
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16. Conclusion
 A conceptualization of Blue Ocean Strategy (BOS) is
built in the form of a conceptual model: BOSMM
 Model based mappings between BOSMM and i*, have
been proposed
 An example application of these mappings is also
provided using the case of Southwest Airlines.
27/11/2012

17. Discussion
 The RE process is facilitated with an initial i* model
that frames the intentionality of systems developed.
 Traceability between a system-to-be and strategy is
enhanced, thus offering reason to support decisions
taking.
 Requirements can be traced to strategic goals
providing reason.
 The conceptualization of BOS can be integrated into
UBSMM and provide a complete view of strategy
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18. Model-based Strategic-IT Alignment:
towards UBSMM
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19. Model-based Strategic-IT Alignment:
towards UBSMM
UBSMM can be used:
 In enterprises with multiple strategies across
units/locations/etc.
 allowing CIOs to align strategies, and thus
align/exchange requirements
 Allowing CIOs to integrate with strategies of
others
 As a standard pivot model for mappings between
strategy formulations
 As a generic meta-model for strategy adhering to
a classical Model Driven classification(Meta-
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model, model, instance)

20. Future Work
 Integrate BOSMM to UBSMM
 Explore the possibility to abstract UBSMM into a
generic meta-model for strategy adhering to
classical meta-modeling, where:
 Strategy (meta-model)
 Strategy Maps variant of UBSMM (model)
 Value Chain variant of UBSMM (model)
 Blue Ocean Strategy variant of UBSMM (model)
o Blue Ocean Strategy variant of UBSMM for Southwest Airlines
(instance)
 Evaluate Model-based Strategic-IT Alignment
through empirical studies with practitioners
27/11/2012

21. Linking Strategic Innovation to Requirements:
A look into Blue Ocean Strategy
Constantinos Giannoulis, Jelena Zdravkovic
27/11/2012