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.

中文翻译：

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探索组织的无形方面如何影响其商业模式

目的

信息技术/软件 (IT/SW) 专业人员使用商业模式画布 (BMC) 来确定可提高客户商业价值的创新数字解决方案。本文旨在解决为客户公司考虑其无形资产 (IA) 在最具创新性的数字解决方案决策中的地位的问题。

设计/方法/方法

本文提供了一种方法 (BMCIA-method) 和一种模拟工具 (BMCIA-NetSim) 来帮助 IT/SW 专业人员识别和评估组织的 IA 及其对数字业务 BMC 的影响。

发现

IT/SW 专业人员在 14 家中小型企业 (SME) 中使用这种方法来确定创新解决方案并为其业务增加数字价值。他们使用 BMCIA 向他们的客户（SME 的首席执行官或首席运营官）提供了 BMC 随着 IA 的地位而增强的观点。他们表达了对使用 BMCIA 的兴趣，并强调了它在调整 IT 和业务的同时做出更好决策的重要性。一项调查揭示了 BMCIA 方法在使用过程中的表现如何，以发现每个 SME 需要开发的最佳解决方案。

研究限制/影响

IA 会影响使用 BMC 设定的业务目标的实现。如果这些信息没有被识别、评估并与 BMC 块正确对齐，那么 IT/SW 专业人员及其客户的眼睛就会隐藏关键信息，从而无法做出最佳决策来确定要实施的最佳 IT/SW 解决方案来增加对客户公司的数字价值。

原创性/价值

该提案是独一无二的，因为它概述了一种基于模拟的方法和技术解决方案，使用软件代理来模拟组织的无形方面对其业务模型的影响。