نقشه راه تعریف مدل های کسب و کار در شرکت های تولیدی

With the globalization and the volatility of the markets there is a huge pressure for manufacturing companies to be more innovative and competitive in delivering value to their customers. The evaluation of overall value chain, designed and implemented to supply a specific product or service, should support changes in the existing business model or in the definition of new business models that ensures higher levels of customer satisfaction. The business model is at the core of the competitive response of any company to the market, defining the value proposition, the required activities, resources and partners, and knowledge of customers, costs or profits related with its overall operation. The relevance that integrated product and services is assuming nowadays, allowing manufacturing companies to achieve a longer and more stable relationship with their customers, determines new approaches to product service development and methodologies or tools to support the review and definition of appropriate business models. In this paper we propose a roadmap to support the development of new business models, their implementation and evaluation. For the roadmap a set of tools are proposed to support each stage from business model design to its evaluation. The roadmap validation is made through a case study.

The market is continuously challenging companies to improve their competitiveness and to adapt or transform their businesses [1-2]. Business opportunities are globally considered and companies look locally for resources and competencies, and search for partners to establish an efficient and effective customer-centered supply chain [3]. Therefore, companies are strengthening the use the adequate tools and methods that support the delivery of competitive product and services with higher added value, at the right time and price, in a consistent and sustainable way.To compete in terms of added value, manufacturing companies must be able to design and sustain their business based on a network of complementary capabilities to respond to market opportunities. The ability to design products or services and competitively delivery them into the market requires the definition,implementation and management of new business models.Business models are often framed in response to particular competitive circumstances and it outlines how a company generates revenues with reference to the structure of its value chain and its interaction with their supplier, customers and other partners with complementary competencies.Visible changes in business models over recent years have included a transition from products to services, the reduction of vertical integration in large businesses, an increase in the importance of networks of smaller businesses working in open collaboration to form a value system [4]. In this paper is proposed a roadmap to support the definition, implementation and management of business models. The proposed roadmap consists in four phases: analysis,design,implementation and evaluation. Each phase is divided into a set of activities and suggests different methods and tools to drive top managers in the new business models definition and management. This work has been supported by a study case that addresses the implementation of new business models and allows to validate the effectiveness of the proposed Roadmap .With the research developed we contribute for a better understanding about the relevance of manufacturing companies to adopt innovative business models and we supply an important background for developing application for a full use of business models concept inside the manufacturing organizations.

Manufacturing companies have not only to be innovative in their product or service but also in the business model they use to support customers in a effective and efficient use of their products.Business model definition or its design it is a holistic approach to establish a value chain for design, manufacturing and delivery product-service, identifying suppliers, partners and segmenting customers. The ability to evaluate effectively the existing business model will bring benefits in managing product and service design and improve its requirements throughout its life-cycle. Business models definition, its evaluation and its redesign must be dynamic and executed involving key persons in the organization.The existence of a roadmap with all its phases, activities, methods and tools, will allow a clear understanding about its extension in the organization and support the design and develop of software tools to automate the analysis and decision making processes that exist in business models definition.The development of software for business model definition can be considered for integration with other management systems (e.g. ERP) allowing to link different departments and formalize processes, special in the design and evaluation phase.