SUNConferences, SAIIE NeXXXt

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BUSINESS MODEL CANVAS AS AN ANALYTICAL TOOL FOR THE EVALUATION OF COMPANIES: CASE STUDY FOR THE AUDIOVISUAL INDUSTRY IN BOGOTA, COLOMBIA
Jessica Alejandra Ruiz-Ramirez, Diego Felipe Reyes-Cancino, Carlos Julio Arenas-Castro

Last modified: 2019-09-16

Abstract


The paperdiscusses applications of the Business ModelCanvas (BMC)formulated by Osterwalder and Pigneur [1]. From this model, a methodological tool was devised and used as part of an academic research project, while theBMC’s categories (blocks)were taken as conceptual categories. The specifics of reversing the BMC areexamined, since the model was conceived by Osterwalder and Pigneur for entrepreneurs and not strictly for the analysis of pre-existing companies.

The application of the tool is presented within the framework of the project “Business Dynamics of the Audiovisual Industry in Bogota”. It was carried out by researchers of Manuela Beltran University from October 2017 to May 2019 in Bogota, Colombia. The methodological tool was applied to 32 key companies and 4 institutions of the local audiovisual industry, through semi-structured interviews to people in managerial positions. Main facts abouttheir companies and theirbusiness practices inthe value system of the industry were inquired.

Subsequently, the nine blocks of the BMC were conceptually developed for analysing the empirical data, holding them as internal variables. The assessment of the variables revealed opportunities of growth anddevelopment for the companies and the whole industry, as well as patterns for the existing business models of the companies.

This was a multidisciplinary mixed-methods(quantitative and qualitative)research project. The data was analysed from business management and economical points of view, as well as having a humanities perspective. In particular, the results and conclusions are directly related to the administrative models of Industrial Engineering.