1. A method of selecting services of a business process for execution, the method comprising the computer implemented steps of: reading ontological data from a data store; responsive to reading the ontological data, generating an ontological model representative of the ontological data; responsive to generating the ontological model, mapping the ontological model to a pre-existing business process, wherein the business process defines a business workflow and comprises a plurality of predefined sub-processes having a sub-process that corresponds to at least one variant sub-process; responsive to mapping the ontological model, selecting a set of the plurality of sub-processes for execution; modifying the ontological model to produce a modified ontological model, wherein the ontological model mapped to the business process comprises the modified ontological model; and generating a modified business process from the modified ontological model.