خلاصة:
In today’s ever-changing world of business, organizations are required to align with environmental changes and it is also extremely necessaryfor organizations to forecast the impacts of managers’ decisions on business model change. In response to these requirements, this study addressesdesigning dynamic business models. Simulating management decisionscenarios is an effective way to investigate the impact of decisions on business model components, relationshipsamongthe components, and business results and benefits of resolution. Therefore, the main purpose of this research is to takeadvantage of system dynamics approach as an operational, quantitative, andflexible approach for business model simulation. In this study, relatedliterature has been thoroughly reviewed, proportionate to the leveland approach of the current study, Business Model Ontology (BMO) wasselected to serve as the model of this study. The modelwas then designed using system dynamics approach and its structure wasevaluated using expert judgments. In the next step, some scenarios were developed and executed to confirmthe behavior of the model and also to evaluatethe importance of applying system dynamics approach in business model simulationespecially in the process of business model design and change. Although systemdynamics approach precedents in business studies, this research contributes to operationalization of this approach in BM design and analysis.
ملخص الجهاز:
Regarding the second population, Magfa Company (Information Technology Development Center) was selected as the case study due to the availability of information required for model evaluation, the technology-oriented nature of the company, and the familiarity of business managers with the concept of business design, 10 was selected and placed on the agenda to obtain information about the existing situation and also to predict the behavior of the important variables of the model as a result of making changes and adjustments in some parameters.
Given the review of research conducted in the field of business using the system dynamics approach, and also considering the capabilities of this approach in simulating complex systems, it is assumed that using this approach is suitable for business modeling and can be useful for managers in understanding the consequences of multiple decisions.
4 The purpose and with the aim of creating the possibility of changing the business model in accordance with needs and requirements, using quantitative, flexible, and dynamic approaches that allow the organization to predict the results of its various decisions on the model components, the relationships between components, and most importantly, on the final result or profit obtained from operationalizing the model in the organization, has great added value for organizational designers and planners.
Therefore, the main goal of this research is to operationalize the dynamic systems approach in the design and simulation of the business model to respond to the needs of managers for predicting the results of decisions and change scenarios.
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