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In the current globalized world, characterized by strong Web based interactions, relationships between people and organizations are subject to fast changes. This situation justifies the need for an approach that can capture business changes and quickly implement them into computational systems. Considering that some business logic portions are quite volatile and susceptible to changes and other portions are quite stable and less susceptible to changes, a model for flexible service integration using business rules and service ontology is proposed. The volatile portions are externalized as business rules and the stable portions as Web services. This paper presents the main concepts of the model and an overview of the proof of concept applied to validate the model.