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Environmental changes such as increasing competitive pressure and rising customer power force companies to rethink their way of doing business and to implement a service-oriented business logic. As a result, companies more and more aim at offering solutions instead of selling products in order to meet customer demands more effectively. This transition from a goods-oriented to a service-oriented logic depicts a fundamental change in the mental model underlying the business. Therefore, a redesign of a company’s business model is necessary. This paper analyzes the influence of a product-service transition on the business model canvas against the background of service-dominant logic. The paper analyzes how a service-dominant business logic affects the design of the nine building blocks of the business model canvas. Special emphasis is given to the aspect of value co-creation and the need to integrate customers as key partners in value creation processes. The result of this conceptual paper is a set of propositions that may serve as a basis for future empirical research.
Keywords: business model canvas, service-dominant logic, value co-creation, customer integration
JEL Classification: L29, L89
