Creativity Technique-based Appraisal of the Strategic Component of a Business Model

  • André Ullrich Chair of Business Information Systems and Electronic Government, University of Potsdam
  • Edzard Weber Chair of Business Information Systems and Electronic Government, University of Potsdam
  • Eldar Sultanow XQS-Service GmbH


Business models should be inspected before going to market. For this purpose several analytical methods are available. Another approach is to use creativity techniques to appraise specifically the strategic component of a business model. These may offer diverse possibilities to identify other business solutions far from conventional mindsets and experiences. Furthermore, this may stimulate the professional discourse among the team members and increase group awareness of complex scenarios, problems and solutions. This paper presents a use case of a creativity technique to check the alternatives of a pharmaceutical database software-based business model in a particular scenario with strong impacts on that business model.

Author Biographies

André Ullrich, Chair of Business Information Systems and Electronic Government, University of Potsdam

André Ullrich has worked as a research assistant at the Chair of Business Information Systems and Electronic Government at the University of Potsdam (Germany) since graduating there with a Diploma in Business Administration in 2011. His research interests are the performance capability of indicators for the assessment of organizations and changeability research. Furthermore,

he continuously moderates creativity workshops regarding turbulences in business environments.

Edzard Weber, Chair of Business Information Systems and Electronic Government, University of Potsdam

Edzard Weber has a diploma in informatics with major in business information systems. He works as a research assistant at the Chair of Business Information Systems and Electronic Government at the University of Potsdam (Germany). His research interests are process-oriented knowledge management, group decision systems and change capability of organizations.

Eldar Sultanow, XQS-Service GmbH

Eldar Sultanow is CIO of XQS-Service GmbH in Hof. After completing his Bachelor of Science in Software Systems Engineering at the Hasso Plattner Institute (Oct. 01 - Mar. 05), he then went on to study computer science at the University of Potsdam (to Dec. 05). After finishing his studies, Mr. Sultanow worked for many years in the area of E-Commerce as a JEE developer and architect at Producto AG in Berlin, the owner of Europe’s leading consumer information portal.

He is the author of a book, a series of conference papers (including ACM, IEEE, AIS, IIIS, WASET) and numerous journal articles.

Mr. Sultanow presently directs the “software engineering” group of the Software Research Association.


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