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Exploring how the intangible side of an organization impacts its business model

Maria-Isabel Sanchez-Segura (Department of Computer Science and Engineering, Universidad Carlos III de Madrid – Campus de Leganes, Madrid, Spain)
German-Lenin Dugarte-Peña (Department of Computer Science and Engineering, Universidad Carlos III de Madrid – Campus de Leganes, Madrid, Spain)
Antonio Amescua-Seco (Department of Computer Science and Engineering, Universidad Carlos III de Madrid – Campus de Leganes, Madrid, Spain)
Fuensanta Medina-Dominguez (Department of Computer Science and Engineering, Universidad Carlos III de Madrid – Campus de Leganes, Madrid, Spain)

Kybernetes

ISSN: 0368-492X

Article publication date: 6 January 2021

Issue publication date: 29 October 2021

334

Abstract

Purpose

Information technology/software (IT/SW) professionals use the business model canvas (BMC) to identify innovative digital solutions that improve their client’s business values. This paper aims to address the issue of considering, for a client company, the status of its intangible assets (IAs) in decision-making on the most innovative digital solution.

Design/methodology/approach

This paper provides a method (BMCIA-method) and a simulation tool (BMCIA-NetSim) to help IT/SW professionals identify and assess an organization’s IAs and their impact on the BMC of digital business.

Findings

IT/SW professionals used this approach, at 14 small and medium-sized enterprises (SMEs), to identify innovative solutions and add digital value to their businesses. They used the BMCIA to provide their clients (SME’s chief executive officer or chief operating officer) with a view of the BMC enhanced with the status of IAs. These expressed interest in the use of the BMCIA and underscore its importance for making better decisions while aligning IT and the business. A survey reveals how well the BMCIA-method performed during its use to discover the best solution to be developed at each SME.

Research limitations/implications

IAs affect the achievement of the business goal targeted using the BMC. If these are not identified, valued and properly aligned with the BMC blocks, critical information is hidden from the eyes of IT/SW professionals and their clients, preventing optimal decision-making on which is the best IT/SW solution to be implemented to add digital value to the client company.

Originality/value

This proposal is unique insofar as it outlines a simulation-based methodological and technical solution using software agents to simulate the impact of the intangible side of an organization on its business model.

Keywords

Citation

Sanchez-Segura, M.-I., Dugarte-Peña, G.-L., Amescua-Seco, A. and Medina-Dominguez, F. (2021), "Exploring how the intangible side of an organization impacts its business model", Kybernetes, Vol. 50 No. 10, pp. 2790-2822. https://doi.org/10.1108/K-05-2020-0302

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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