Abstract
The paper discusses analytical applications of the business model canvas (BMC) formulated by Osterwalder & Pigneur [1]. From this model, a methodological tool was devised and used as part of an academic research project, in which the categories (blocks) of the BMC were taken as conceptual categories and further processed through a failure mode and effects analysis (FMEA). The specifics of reversing the business model canvas are examined, since the model was conceived for entrepreneurs and not strictly for the analysis of pre-existing companies. The application of the tool was done within the multidisciplinary mixed methods (quantitative and qualitative) project ‘Business dynamics of the audiovisual industry in Bogota’, which was carried out from October 2017 to May 2019 at Manuela Beltran University in Bogota, Colombia. The methodological tool was applied to 32 key companies and four institutions of the local audiovisual industry through semi-structured interviews with people in managerial positions. The nine blocks of the BMC were conceptually developed to analyse the empirical data, holding them as internal variables. The assessment of the variables revealed opportunities for the growth and development of the companies and the whole industry, as well as patterns for the existing business models of the companies.
Highlights
This paper discusses the empirical implementation of methodological tools related to Osterwalder & Pigneur’s [1] business model canvas (BMC), and its further data processing through a failure mode and effects analysis (FMEA)
Since this paper focuses on the methodological tools, we will highlight the results that directly influenced these tools, and only partially highlight the results we obtained from the analysis of the audiovisual industry in Bogota
33 subcategories were related to the nine categories of the BMC, as follows: All these codes represented opinions or issues expressed by our 36 subjects
Summary
This paper discusses the empirical implementation of methodological tools related to Osterwalder & Pigneur’s [1] business model canvas (BMC), and its further data processing through a failure mode and effects analysis (FMEA). Following Pardo [2], we believe that to have an accurate academic evaluation of cultural and creative industries (CCI), one must consider a mixed methods and multidisciplinary approach to their underlying aspects —‘a unified point-of-view’, bringing insight into the creative and business aspects of the companies and their products. To understand fully the cultural or creative products of such business activities, researchers should adopt a serious qualitative approach to complement the habitual quantitative research that is carried out in that area by academics, NGOs, and governmental (local or international) entities. With our research project, ‘Business dynamics of the audiovisual industry in Bogota’ [3], we aimed to overcome the limitations of having only quantitative data by using and redesigning existing qualitative methods as well. Our study intended to highlight the economic interrelationships of the audiovisual industry, and its business management side
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