Conceptual Modeling for Early‐Phase Decision‐Making in the Maritime Industry: A Case Study of Power Generation System Concept Selection

This study examines the use of conceptual modeling to aid in selecting a power generation system concept in the maritime industry. The research objective is to understand how conceptual modeling can enhance decision‐making during the early phases of concept evaluation. The study was conducted at a world‐leading maritime technology company to address the need for more formal processes to support decision‐making in complex development projects. The study applied a conceptual modeling approach in an industry case to facilitate decision‐making in the early phases of a development project. The study shows that conceptual modeling is effective in supporting early‐phase decision‐making in the development project. Conceptual models effectively manage complexity, enhance understanding, and enable effective communication among team members. By combining conceptual modeling with a Pugh matrix, informed decision‐making is facilitated, aligning with stakeholders' objectives. Overall, conceptual modeling provides a structured representation of the problem domain, guiding early‐phase decision‐making.