The orchestration of business models for territorial development

Abstract

Purpose This paper aims to investigate whether the competitiveness of a certain territory may be developed and maintained in the context of a global economy through the exploitation of its intrinsic value. The paper contributes to managerial literature by embracing a systemic perspective using business models (BMs) and adapting the original Osterwalder and Pigneur’s (2010) framework (canvas) to the specific context of territorial development. Design/methodology/approach The paper proposes a conceptual framework placing the territory and its actors in a dominant position. This choice allows us to look at BMs as the instruments of success of an entire territory (instead of a single firm as typically assessed in managerial literature) – a cooperating system. To do so, the authors build on previous works on “triple” and “quadruple helix”, which, although primarily focused on technological innovation, may also be used for more general aims such as guiding the specialization of a specific territory and supporting its economic sustainability. The paper contends that a BM might be the instrument to orchestrate actors’ (helices) cooperation by combining the focus on territories with a systemic perspective. Through the implementation of a common BM, each system should be able to orchestrate policies implemented by the different leading forces of the territory to assist processes of economic development. Findings The paper extends the literature on BMs conceptually linking its roots to the existing managerial literature on territory governance and networks. It offers a dual range of outcomes: first, it provides public policy makers with useful guidelines with regard to political, institutional, educational and entrepreneurial choices to be implemented for the development of a given geographical area; second, it examines the relational network linking the various actors of a territory, which are key to its growth and success. Originality/value This paper offers a new way for recovering/sustaining economically depressed areas. To the authors’ knowledge, BMs have never been used at territorial level, but only at firm level. They believe that, through this new view of BMs, policy makers can help each territory to express its intrinsic and peculiar value. By combining BMs with the concepts of triple and quadruple helix, the authors offer a new way to look at how governments, educational institutions and firms can cooperate to help a territory in finding and improving its intrinsic specialization.