Exploratory studies of the Business Model Canvas : differences in the visualizations of the business model

Abstract

PURPOSE: The aim of this article was the identification of the differences in business models visual templates in relation to Business Model Canvas (BMC) presented by A. Osterwalder. The identification has been based on empirical analysis of the BMC architectural shifts in five dimensions: 1) template names, 2) description of the blocks, 3) number of blocks, 4) utilization of icons, 5) available spaces for the description.

DESIGN/METHODOLOGY/APPROACH: Systematic Literature Review has been conducted, including quantification and qualitative assessment. The work utilized the BMC reference model. Visual Basic Application for Excel (VBA) was used. Density analysis along with keywords visualization was performed.

FINDINGS: The architectural diversity amongst thinking schematism, reference model, and the makers' creativity has been identified. Keyword density analysis allowed for the extraction of groups clustering two-partial names. It also provided the identification of the most abundantly occurring block names in the templates.

PRACTICAL IMPLICATIONS: The developed repository of Business Model (BM) templates may be utilized for scientific research, teaching as well as individual purposes and business.

ORIGINALITY/VALUE: The template repository is currently the largest database enabling creation of new, original BM patterns. Architectural diversity is a consequence of the transformation of BM under external factors resulting from the system of the business environment.