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streams.
Thereforewesuggest
adopting a definition
which emphasizeson
the following issues
that a business
model has to ad
dress:
[Product innova
tion] What business
the company is in,
the product innova
tion and the value proposition
offeredonthemarket.
[Customer relationship] Who
the company's target customers
are, how it delivers them the
products, and how it builds a
strongrelationshipswiththem.
[Infrastructure management]
How the company efficiently
performs infrastructure or logis
tics issues, with whom, and as
whichkindofvirtualenterprise.
andfinally,
[Financials] What is the reve
nuemodel(transaction,subscrip
tion/membership, advertising,
commission, licensing) and the
cost model (cost of goods sold,
operating expenses for R&D,
salesandmarketing,generaland
administrative)?
After explaining why business
executivesandacademicsshould
consider thinking about a rigor
ousapproachtoebusinessmod
els, we introduce a new e
Business Model Ontology. Using
the concept of business models
can help companies understand,
communicateandshare,change,
measure, simulate and learn
moreaboutthedifferentaspects
of ebusiness in their firm. The
generic eBusiness Model Ontol
ogy(arigorousdefinitionofthee
business issues and their inter
dependencies in a company’s
business model), which we out
line in this paper is the founda
tionforthedevelopment ofvari
ous useful tools for
ebusiness
management and IS Require
mentsEngineering.Thee
Business Model Ontology is
basedonanextensiveliterature
reviewand describesthelogic of
a “business system” for creating
value in the Internet era. It is
composed of four main pillars,
which are product innovation,
infrastructure management,
customer relationship and
finan
cials. These elements are then
furtherdecomposed.
eBusinessModel
"Businessmodel"isa
buzzword with no
commonly accepted
meaning. In this pa
perwetryto
change this, to de
fine the concept and
to show that busi
ness models repre
sents a way of im
proving doing
busi
ness under uncertainty. As ex
plained by Petrovic et al.
(Petrovicetal.,2001),abusiness
model describes the logic of a
“business system” for creating
value,thatliesbehindthe actual
processes. In this paper we use
the following working definition
for business models, which will
serve as a
starting point for the
more rigorous and detailed e
BMO. A business model is noth
ingelsethanadescriptionofthe
valueacompanyofferstooneor
several segments of customers
and the architecture of the firm
and its network of partners for
creating, marketing and deliver
ing
this value and relationship
capital,inordertogenerateprof
itable and sustainable revenue
Highlights
AneBusinessModelOntologyforModelingeBusiness
Index
Buildingebusiness
sites:Phasedapproach
2
Stepbystepguidefor
buildingaWebpresence
2
B2B:Transformingbusi
nessprocessesfore
business
3
emarketplacemodel
3
IntegrationofBargain
ingintoEBusinessSys
tems
4
6
e-music business game newsletter, August—
September 2007
Newsletter
August—September,2007
With the backing of the EU
Leonardo da Vinci program
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