4. From Business Motivation to Business Model and Beyond: A Customer Value-Driven Approach

Business architecture offers a comprehensive view of the business of an enterprise. This chapter explores how to reasonably link the different constituents of the business architecture, primarily at the level of business motivation and business model, while considering effects on the business execution. In particular, this chapter illustrates three main tools/approaches to help gain insights into an enterprise’s business motivation and business model (including the operating model): the “Value Disciplines,” the “Business Model Canvas,” and the 2-by-2 matrix of the operating model in terms of integration/standardization. It is demonstrated that these should not be considered and thus applied isolated from each other. Decisions with respect to the value strategy should be reflected in the business model, for example. Apple is used as an exemplary case to illustrate the application of the three tools. Specifically, it is shown how Apple’s (assumed) business motivation is reflected in the business model choices, and how these are in turn implemented at the business execution layer.