Building and Conceptualising Generic Model Structures to address Fundamental Business Change

The need for models to closely reflect reality seems to imply that the modelling process will benefit from the maximum involvement of users and a transparent model construction process, but militates against the use of generic models. This paper briefly discusses the circumstances where generic models may offer particular benefit. It suggests constructs for generic modelling based on the notion of ‘service fulfilment ’- the satisfaction of various stakeholders’ needs, values and expectations. Such a model has been developed for a project on preparing for change, and the results of trials are summarised. In terms of helping managers cope with change through using a dynamic simulator to pre-experience future scenarios and challenge their mental models, it concludes that, even though models at the heart are generic, they do have potential value. Further, the use of easily calibrated generic models may be the only viable option for smaller firms to gain support in change management from dynamic modelling and scenario planning