Service logic business model canvas for lean development of SMEs and start-ups

Jukka Ojasalo*, Katri Ojasalo

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapterScientificpeer-review

5 Citations (Scopus)


Business models have made a breakthrough both in the academic and in business community in the area business development. Old fashioned business plans are in many cases considered as a waste of time and resources. Particularly start-ups and SMEs have a great potential to take advantage of business model approach which allows lean and agile product and service development. However, the existing widely used business model frameworks are lacking the new service logic orientation. They mostly see the world in terms of goods logic. Since all sizes of businesses in all industries are increasingly adopting the service logic or service-dominant logic, there was a clear need to develop a new service logic based business model framework. Based on an extensive empirical study with both practitioners and academics, a new Service Logic Business Model Canvas was developed to fill this need. This chapter explains the theoretical foundations of this framework in SME and start-up context, as well as the framework itself and its application.

Original languageEnglish
Title of host publicationHandbook of Research on Entrepreneurship in the Contemporary Knowledge-Based Global Economy
Number of pages27
ISBN (Electronic)9781466687998
Publication statusPublished - 21 Oct 2015
MoE publication typeA3 Part of a book or another research book


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