Using Soft Systems Methodology to Support the Design and Innovation of Business Models and Service Systems

Abstract

Soft Systems Methodology (SSM) is an approach to tackling messy, ill-structured problems, which employs a modelling language based upon the concept of a Purposeful Activity System. Drawing on the author’s own Action Research programme, a taxonomy of modelling strategies for SSM is presented in the context of Business Model and service system design and innovation. The taxonomy includes descriptive baseline modelling, creative design modelling, abstract theoretical modelling, change oriented planning modelling and research oriented modelling. Reference is also made to a variety of intervention modes.