The Business Model Canvas in university campus management

Abstract

So far, university campus management models have been mainly based on the internal performance measurement tools. However, these types of management models are narrow considering the complex nature of university campuses. As physical campuses are increasingly expanding to virtual and social dimensions and shared by multiple stakeholders, the existing management models are no longer holistic enough to consider the complexity of campus environments. Since the emergence of e-business, there have been attempts to tackle these kinds of issues in business by applying a business model approach. Hence, the aim of this conceptual paper is to find out how a commonly utilized business modelling tool called the Business Model Canvas could contribute to university campus management. The theoretical base is constructed in a brief literature overview focusing on real estate management theories and business model theories. The similarities and the differences between the approaches of an integrated Corporate Real Estate Management model in university campus context and the Business Model Canvas are identified through a comparative analysis. The initiative is brought into academic discussion for utilizing the Business Model Canvas as a tool in university campus management.