From the Osterwalder canvas to an alternative business model representation

The Osterwalder business model canvas (BMC) is used by many entrepreneurs, managers, consultants and business schools. In our research we have investigated whether the canvas is a valid instrument for gaining an in-depth, accurate insight into business models. Therefore we have performed initial multiple case study research which concluded that the canvas does not generate valid business model (BM) representations. In our second multiple case study, we have constructed an alternative BM framework, on the basis of which we have finally built a BM tool to design, evaluate and re-design any business model.The Osterwalder business model canvas (BMC) is used by many entrepreneurs, managers, consultants and business schools. In our research we have investigated whether the canvas is a valid instrument for gaining an in-depth, accurate insight into business models. Therefore we have performed initial multiple case study research which concluded that the canvas does not generate valid business model (BM) representations. In our second multiple case study, we have constructed an alternative BM framework, on the basis of which we have finally built a BM tool to design, evaluate and re-design any business model.