FROM THEORY TO PRACTICE: DESIGNING A NEW VISUAL TOOL FOR BUSINESS MODEL INNOVATION

Abstract

The paper introduces a revised Business Model Canvas designed to support business model innovation in small and medium-sized enterprises. Drawing on recent literature and the design themes of Amit and Zott, novelty, lock-in, complementarities, and efficiency, the proposed framework integrates three additional dimensions: innovation triggers, innovation intensity, and strategic design themes. Unlike traditional models, it consolidates customer-related elements to improve clarity and coherence, while offering a more dynamic, systemic approach to value creation and transformation. The canvas highlights the interdependence of the model components and argues that innovation can occur incrementally or radically, depending on firm’s internal capabilities and external pressures. While the framework enhances accessibility and practical relevance for small and medium-sized companies, it also presents limitations related to analytical depth, application in volatile contexts, and the need for contextual adaptation. Future research should focus on empirical validation, especially in fast-evolving industries, and further integration of digitalization and sustainability as critical enablers of business model innovation.