Towards Operationalization of Business Models: Designing Service Compositions for Service-Dominant Business Models

The new trend of service-dominant business which produces socalled value-in-use as a competitive advantage demands rapidly changing business models and collaboration of organizations in a cross-organizational business network. As information technology nowadays largely contributes to the way of delivering business services to the customers, strong alignment between business models and information technology is critical for business continuity and success. This means the rapidly changing business models necessitate quick adaptation of information systems to address the need to continually provide support for these business models. Current solutions and approaches fail to address this need to a large extent. Recent works, on the other hand, have brought key contributions and opened new research directions in designing servicedominant business. Accordingly, business models can be operationalized using service compositions that bring together loosely-coupled business services offered by the organizations collaborating in the business network. However, these works provide tools and techniques to structure the service-dominant business design only at the conceptual level or in a limited way. Therefore, there is a need for a structured, systematic, and repeatable method that will help organizations to implement service-dominant business models into business processes in the form of service compositions at the operational level.