Hybridization of the Kano model and business model canvas: aeronautical and metalworking industry in Bogota, Colombia

Abstract

The aeronautical and metalworking industrial sector lies within an active environment, which is a characteristic of globalization as well as the implementation of new, innovative, and revolutionary technologies that allow for the dynamization of endogenous and exogenous processes of organizations, thus reaping benefits for such companies. This study aimed to generate a generalized methodology that led to the hybridization of the Kano model and Business Model Canvas. A Kano questionnaire was implemented in 105 organizations of the aeronautical and metalworking sector in Bogota, Colombia to assess the attributes of a technology-based product (digital platform) to be offered by the company Aerospace Business Group LLC; its results were integrated into the Business Model Canvas. It was ascertained that all attributes contributed to customer satisfaction and were distributed into three blocks of the Business Model Canvas. This hybridization aids in the development of better structured businesses, thus reducing risks and maximizing opportunities.