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An Exploration on The use of Canvas’s Business Model to Create Value in a Food Sector

Author

Listed:
  • Kamel Ben Youssef

    (Université Paris Ouest Nanterre La Défense)

  • Giuseppe Giaccardi

    (Giaccardi & Associati)

  • Michela Pellicelli

    (University of Pavia)

Abstract

The Business Model Canvas has been applied in different sector (industrial, services, newspaper industry), while little has been written about the application in the food sector. This study outlines the increasing challenges of business model innovation in the food sector. It analyzes the impact on innovation in the food sector and the implications for the modeling business and the innovation process. The empirical research analyses twenty case studies in the food industry, in Emilia Romagna Italian Region. The findings show that the Business Model Canvas in the food sector needs to be linked to the innovation process and especially with adding the human capital key. In this context, for customer, the product is perceived as unique and authentic; it’s required to reduce the number of intermediaries; the technology reinforce the DNA of brand and finally, the management point out conflict and complexity of change.

Suggested Citation

  • Kamel Ben Youssef & Giuseppe Giaccardi & Michela Pellicelli, 2016. "An Exploration on The use of Canvas’s Business Model to Create Value in a Food Sector," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 2(1), pages 180-193, July.
    • Handle: RePEc:aes:icmbdj:v:2:y:2016:i:1:p:180-193
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    References listed on IDEAS

    as
    1. Shafer, Scott M. & Smith, H. Jeff & Linder, Jane C., 2005. "The power of business models," Business Horizons, Elsevier, vol. 48(3), pages 199-207.
    2. Romer, Paul M, 1990. "Endogenous Technological Change," Journal of Political Economy, University of Chicago Press, vol. 98(5), pages 71-102, October.
    3. Mazzanti, Massimiliano & Pini, Paolo & Tortia, Ermanno, 2006. "Organizational innovations, human resources and firm performance: The Emilia-Romagna food sector," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 35(1), pages 123-141, February.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Business Model Innovation; Canvas Business Model; Customer value; Entrepreneurship; Food sector; Knowledge; Micro entrepreneurs; Process.;
    All these keywords.

    JEL classification:

    • M13 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - New Firms; Startups
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management

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