A Business Model for An Agile and Ontology-Aided Modelling Tool (AOAME)
This thesis explores the current market environment and potential business models for the AOAME tool created by Emanuele Laurenzi, who is a senior researcher and lecturer at Fachhochschule Nordwestschweiz.
Jesse Robinson, 2023
Bachelor Thesis, Fachhochschule Nordwestschweiz
Betreuende Dozierende: Beat Birkenmeier
Keywords: Knowledge graphs, enterprise modelling, St. Gallen Business Model Navigator, PESTEL analysis, SWOT analysis, competitor analysis, market research
During his PhD studies Emanuele Laurenzi created an ontology-based enterprise modelling environment, which is built on a knowledge graph. A knowledge graph’s structure can be imagined as a family tree. Each person in the family is represented and the lines represent the relationship between the different members. This is a very efficient way for humans to analyse family relations. The knowledge graph allows computers to interpret data and improves decision-making within enterprises. During the last decade the advantages became apparent, and the technology is increasingly used by companies.
The literature review covers enterprise modelling, basic foundations of knowledge graphs and AOAME. The PESTEL and SWOT analyses are the two theoretical frameworks used to perform an analysis of the current market environment based on secondary data. By conducting qualitative interviews with representatives working as business analysts or executives for small to medium-sized companies in Switzerland, potential customer needs and expectations were investigated. The primary and secondary data obtained is used to create a business model based on the St. Gallen Business Model Navigator.
Although the evidence indicates a demand within the market for tools and applications based on the knowledge graph technology it did not identify an actual demand for the AOAME tool specifically. Although none of the potential customer interviewed formulated an actual need for AOAME, the statements from existing providers of knowledge-graph based solutions and the research based on secondary data suggest a market potential for such applications. The proposed business model offers a foundation for future market research and establishes potential target customer segments. Furthermore, it highlights strategically relevant areas within the value chain of AOAME and provides suggestions for improvements.
Studiengang: Business Administration International Management (Bachelor)
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