An Illustration of business model configuration
Kukk, Tina (2024)
Kukk, Tina
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202403265172
https://urn.fi/URN:NBN:fi:amk-202403265172
Tiivistelmä
Today's businesses face a complex and dynamic market due to globalization, shorter product cycles,
technology, and competition. To succeed globally, companies need to adapt quickly, be creative, and stay
ahead. The focus has shifted from cost-cutting to business model innovation.
After analyzing both internal and external factors affecting Case Company and changing its corporate
strategy, it has become necessary to modify the business model for the newly established automation
business unit. Therefore, this study aimed to identify areas within the automation business unit's business
model that required adjustments to ensure Case Company's continued success in the market. The Case
Company's existing business model was examined, along with its current and new strategies and
organizational structure. Understanding the Case Company's current activities and how they create value
for its customers was essential. For this study, a qualitative research method with a participatory action
research approach was selected.
Based on the findings, it was determined that the Value Proposition of the business model necessitated
some modifications in light of a fresh corporate strategy. Consequently, other business model components
were also affected and required revisions to ensure consistency with the adjustments made to the Value
Proposition. To test the modified business model process, the Case Company incorporated feedback from
one of its customers. During the iterative process, the customer provided feedback on the product's
functionality and insights into their actual needs. The outcome was a unique system solution that could
address an actual customer issue, resulting in a significant benefit for the customer. The Case Company
generated additional revenue by developing the new system solution and offering supplementary services.
Additionally, the Case Company created a competitive advantage with this new, unique system solution.
The study demonstrated the significance of business models, and how combining the Business Model
Canvas with the SWOT analysis tool can lead to valuable discussions during strategic planning and decisionmaking.
technology, and competition. To succeed globally, companies need to adapt quickly, be creative, and stay
ahead. The focus has shifted from cost-cutting to business model innovation.
After analyzing both internal and external factors affecting Case Company and changing its corporate
strategy, it has become necessary to modify the business model for the newly established automation
business unit. Therefore, this study aimed to identify areas within the automation business unit's business
model that required adjustments to ensure Case Company's continued success in the market. The Case
Company's existing business model was examined, along with its current and new strategies and
organizational structure. Understanding the Case Company's current activities and how they create value
for its customers was essential. For this study, a qualitative research method with a participatory action
research approach was selected.
Based on the findings, it was determined that the Value Proposition of the business model necessitated
some modifications in light of a fresh corporate strategy. Consequently, other business model components
were also affected and required revisions to ensure consistency with the adjustments made to the Value
Proposition. To test the modified business model process, the Case Company incorporated feedback from
one of its customers. During the iterative process, the customer provided feedback on the product's
functionality and insights into their actual needs. The outcome was a unique system solution that could
address an actual customer issue, resulting in a significant benefit for the customer. The Case Company
generated additional revenue by developing the new system solution and offering supplementary services.
Additionally, the Case Company created a competitive advantage with this new, unique system solution.
The study demonstrated the significance of business models, and how combining the Business Model
Canvas with the SWOT analysis tool can lead to valuable discussions during strategic planning and decisionmaking.