The Journal of Society for e-Business Studies (한국전자거래학회지)

Society for e-Business Studies (한국전자거래학회)
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A Study on Modeling Framework of Convergence Business

융합 비즈니스 모델링 프레임워크에 관한 연구

  • 김덕현 (세종사이버대학교 융합경영학과)
  • Received : 2012.10.15
  • Accepted : 2012.11.23
  • Published : 2012.11.30
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Abstract

Compared to the wide spread of convergence in government and industries there are still lack of theoretical foundation and effective methodologies to successfully implement it. Especially, there are few remarkable results on the ideal types of convergence business model (BM) in both domestic and foreign researchers. In this paper we show theoretical types, strategic alternatives, and design steps of convergence BM could be developed based on '4WH1H model' which is a conceptual framework of a BM. 4W1H model includes 5 constituents of a BM, i. e., customer value, value proposition, operation, target market, and supply capability. We derive 5 theoretical types of convergence BMs depending on the focus of innovation, i.e., value, product, operation, market, and capability. After defining the constituents and types (i.e., structural aspects) of convergence BM, we also show a BM could be linked with business strategy by defining the interaction among 5 constituents (i.e., behavioral aspects) of convergence BM.

정부와 산업에서 융합 내지 융합 비즈니스에 대한 정책과 전략이 광범위하게 확산되고 있음에 반해 이를 성공적으로 구현하는데 필요한 이론적 기반과 효과적 방법론은 매우 부족한 상태이다. 특히, 융합 비즈니스 모델(BM)의 '이상적(ideal)유형' 즉, 이론적 유형에 대한 연구는 국내/외를 막론하고 아직까지 주목할 만한 결과가 없는 것으로 파악된다. 본 논문은 BM의 개념적 프레임워크로 '4W1H 모형'을 제안하고 이를 통해 융합 BM의 이론적 유형, BM 유형별 전략과 설계 수순 등을 정의할 수 있음을 보이기 위한 것이다. 4W1H 모형은 BM의 구성요소를 고객가치(why), 가치제안(what), 운영방식(how), 목표시장(whom), 공급역량(who) 등 5개로 정의한 것으로서 이를 통해 가치혁신형, 상품혁신형, 운영혁신형, 시장혁신형, 역량혁신형 등의 융합 BM 유형을 도출하였다. BM 구성요소와 유형(즉, 구조적 특성) 정의에 이어 BM 구성 요소간 상호작용(즉, 행위적 특성)에 대한 정의를 통해 BM이 기업전략과도 연계될 수 있음을 보였다.

Keywords

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