A Canvas for Solutions : A validation of a business model canvas for service and solutions

Purpose: The purpose of this study is to validate a service logic-oriented framework for business model development. Service logic covers the basic principles of the three contemporary customer value focused business logics: service-dominant logic, service logic and customer-dominant logic. Design / methodology / approach: This study employs a qualitative research approach based on semi-structured interviews. Data were collected through a series of interviews conducted with experienced professionals from both industry and consultancy sectors. Findings: As a result of the study, a new tool, a Business Model Canvas tailored for services and solutions, was validated. This revised canvas is grounded in the core principles of service business logic and is theoretically supported by key frameworks in service research. It represents an evolution of the original Business Model Canvas developed by Osterwalder and Pigneur (2010), with adaptations made to align more closely with service logic and associated theoretical perspectives. Research limitations/implications: This study adopts a service logic perspective in the design of business models, thereby enhancing the understanding of value-in-use as a customer-centric approach to value creation. It also encourage further development of methods and theories related to service business models. Practical implications: This developed canvas translates the theoretical foundations of service business logic into a practical and accessible framework, thereby enhancing the understanding of the complex and multifaceted nature of service- and solution-based business structures. It serves as a valuable tool to support innovation, facilitate rapid prototyping, and provide a holistic representation of business realities in contexts where services and solutions are central to value creation. Originality/value: Earlier business model frameworks were predominantly grounded in a goods-dominant logic and transactional economic assumptions, making them less suitable for contexts involving services and relationship management. This study fully adopts a service-logic perspective in business model thinking, thereby offering a more appropriate and nuanced approach to addressing customer value-in-use.