A systematic approach for new business model development based on general morphological analysis and decision making systems (Case of Study: Shatel Company)

Pointing out the ever increasing importance and necessity of improving business models, a systematic approach has been proposed to develop a new business model according to the organization strategy. In this problem solving approach, various business elements were first identified by using morphological analysis and also a broad literature review on the business model frameworks. According to the more importance of the subject in Telecom industry, in the following, along with morphological analysis steps, possible options for each element were suggested and eventually, business models were achieved by synthesis them. Finally, several suggested business models were evaluated and prioritized according to organization strategy by multi criteria decision making tools. By literature review and summarizing the contents of the business model frameworks, the comprehensive elements of the business model were identified. Also, in a systematic approach, the sequence and the manner of separate development of these elements, synthesis and achieving to the superior business model according to the organization strategy has been determined. In order to illustrate the application of proposed approach, it’s been used to develop a business model in Shatel Company, and in the following seven proposed models and among them the preferred options have been identified. Creating appropriateness between the steps of general morphological analysis and the issue of developing a business model under the proposed framework reduced the complexity of business model development. The strategy of the organization was considered in the component development section as well as in the evaluation and prioritization of proposed business models.