Creating Agility in Traffic Management by Collaborative Service-Dominant Business Engineering

Traffic management is a business domain characterized by an infrastructure-dominant approach to new developments: the focus is typically on innovating assets such as traffic detection systems, road signage and traffic information systems. This domain also has a large number of involved stakeholders, such as road authorities, municipalities, technology providers and road users of various kinds. Faster changing traffic management requirements and increasing complexity of the collaborative networks required to meet these requirements render traditional approaches to business design in traffic management too rigid. We have applied collaborative, service-dominant business engineering to prototype a basis for new levels of business agility in multi-stakeholder traffic management. Collaborative workshops have shown to be a useful means to quickly arrive at agile, customer-centric business models that allow decoupling from long-term infrastructure considerations. This paper demonstrates that service-dominant business engineering can be effective in an asset-dominant domain to increase business resilience in complex environments.