Application of TRIZ to Eliminate the Contradictions of a System Dynamics (SD) Model to Solve Business Problems

System Dynamics (SD) is a computer-based methodology to simulate complex problems in various areas such as management, health-care, environment, and so on. It provides decision makers and problem solvers to survey long-term issues. System dynamics models present feasible and optimal solutions for complicated problems. On the other hand, these models may confront side-effects which affect the general solution and may emerge the contradiction. Theory of Inventive Problem Solving (TRIZ) is a useful method for eliminating these contradictions. TRIZ enables decision-makers to select appropriate solutions from the existing 40 principles embedded within this method. These innovative principles provide actual procedures for removing conflicts by utilizing contradiction matrices. Since system dynamics is a management tool, extended TRIZ (xTRIZ) has been utilized to cross out the contradictions in a dynamic model. In a business model, increasing of income is an important issue. Yet it may have unexpected effects on other variables such as market penetration of the model. This paper presents a new method to omit the conflicts of a system dynamics model