Abstract

Business can be understood as a reflection of stakes from multiple stakeholders. In other words, business evolves as it tries to satisfy these stakes. Current shape of the business is the result of these evolutions. This formula is also applicable for products. That is, shape of a product is also a reflection of multiple stakes.

For the conflict management of multiple stakes, the author introduces descriptive modelling of product design. The model depicts, on the one hand, stakeholders’ minds and requirements, on the other hand, design task and organization. The product model works as a medium that connects these two counterparts.

First outcome of the modeling is visualization and structure analyses on the complex network of multiple stakes. As it is assumed that structures of tasks and organization are reflection of multiple stakes, it is possible to evaluate these structures, considering their relation to stakes. Modelling also provides opportunities to evaluate and deliberate changes essential for adaptation. Through the structure analyses, it is possible to find possible improvements (e.g. new task definition, capability development and new connection between capabilities). Their efficacy can be evaluated through the modelling of future states. At the same time, it gives information (e.g. actors involved and capabilities to be developed) needed to assess their plausibility.