sus ainabili y
A icle
New Business Models Based on Mul iple Value
C ea ion o he Cus ome : A Case S udy in he
Chemical Indus y
I e a Šimbe o á* and Pe e Ki a
Ins i u e o Managemen , Facul y o Business and Managemen , B no Uni e si y o Technology, Kolejni 2906/4,
61200 B no, Czech Republic; [email p o ec ed].cz
*Co espondence: simbe [email p o ec ed].cz
Recei ed: 14 Ap il 2020; Accep ed: 8 May 2020; Published: 11 May 2020
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Abs ac :
The pape ’s objec i e is o desc ibe business models cu en ly used in e ms o sus ainable
mul iple cus ome c ea ion in he chemical indus y in he Czech Republic, namely Sec ion 20.1 in
he CZ NACE (Classi ica ion o Economic Ac i i ies). The business models a e desc ibed h ough a
speci ied se o business model elemen s, which co espond wi h he p esen ed heo e ical bodies.
The business models a e also e alua ed and benchma ked based on a cus om indica o measu ing
business model no el y. The heo e ical backg ound o he esea ch consis s o h ee heo e ical bodies:
Sus ainabili y, mul iple cus ome alue c ea ion, and new business models. The esea ch s ems om
he heo e ical backg ound and an icipa es ha he business model de elopmen dynamics d i es
companies o conside he easons and condi ions o hei e y exis ence. The Can as business model
se es as a isualiza ion ool, as i is su icien ly comp ehensi e, analy ical, lexible, and gene al.
Fo his eason, i is app op ia e o he esea ch o new business models aimed a mul iple alue
c ea ion in any indus y. Owing o he equency o occu ence o elemen s in he ields o he
can as business model, i is possible o de elop he majo i y and mino i y business model design
ep esen ing he basis o he esea ch.
Keywo ds:
sus ainable alue c ea ion; chemical indus y; mul iple alue; majo i y business models;
mino i y business models
1. In oduc ion
The cu en globalisa ion o ma ke s and cons an new social challenges demanding he
p ese a ion and s eng hening o he compe i i eness o co po a e g oups p omo e he sea ch
o new ways o c ea ing he mul iple alue o cus ome s. Inno a i e e o s aimed a c ea ing he
new alue o cus ome s can be quali ied as a new a ea o inno a ion ha leads o he c ea ion o
new business models. The amewo k wi hin which his alue is c ea ed is linked o sus ainabili y.
New business models wi hin he pe spec i e o sus ainabili y ake in synch onisa ion o a numbe
o alues (economic, social, and en i onmen al) and a e ancho ed oge he wi h all aspec s o he
mul iple alue. Feedback om cus ome s is he ounda ion o he modi ica ion o business models
and hei u he e inemen . The issue o new business models and he c ea ion o mul iple alue o
he cus ome is an ex ensi e and in e disciplina y one. Bo h hese concep s ep esen new app oaches
o he in e p e a ion o he concep s o he business model and alue, and ou analysis o a ailable
expe sou ces has e ealed ha he issue o new business models, wi h a ocus on he sus ainable
c ea ion o mul iple alue o he cus ome , is a de eloping a ea. This is subs an ia ed by a g owing
numbe o pape s and a ious esea ch s udies on he gi en opic. The basial issue o u he esea ch
is he equency o occu ence o elemen s in he ields o he can as business model, and possibili y o
de elop he majo i y and mino i y business model design [1].
Sus ainabili y 2020,12, 3932; doi:10.3390/su12093932 www.mdpi.com/jou nal/sus ainabili y
Sus ainabili y 2020,12, 3932 2 o 18
The Con ex o he In es iga ed Issue
The dynamics o socioeconomic ela ionships, including changes in he beha iou o indi idual
ma ke en i ies, esul innew o mso heapp oach o concep sand me hodso managingcon empo a y
conce ns in he a ea o manage ial scien i ic disciplines. In Eu ope in he second hal o he 20 h cen u y,
hese changes ela e, i s and o emos , o he in es iga ion o he ela ionships be ween en i onmen al
issues and he e ec s o he economic sys em: A sho age o aw ma e ials, he p oblems o was e
managemen , global wa ming, and pollu ion o he ai , soil, wa e , e c. These p oblems led o he
c ea ion o a new con ex a ou ing sus ainable de elopmen in which new models o p oduc ion
and consump ion a e o med and new business models a e de eloped wi h he aim o c ea ing
mul iple alue o he cus ome . The epo on ends in sus ainable de elopmen (Sus ainabili y and
Repo ing T ends in 2025–P epa ing o he Fu u e) d awn up by he in e na ional o ganisa ion Global
Repo ing Ini ia i e [
2
] emphasises he esponsibili y o co po a e g oups in he a ea o sus ainable
de elopmen [
2
]. In addi ion o en i onmen al issues, sus ainable de elopmen also akes in he
sus ainabili y o economic g ow h and social cohesion [
3
]. The social esponsibili y o co po a e g oups
ep esen s he olun a y inco po a ion o social and ecological in e es s in o hei business s a egy
and in o he daily ac i i ies o hese co po a e g oups and hei ela ionships wi h s akeholde s [4].
We selec ed he chemical indus y, which is a g owing b anch o indus y bo h in he Czech
Republic [
5
] and in Eu ope as a whole, as a sui able a ea o ou esea ch. Globalisa ion is posing
an e e -inc easing h ea o he posi ion o he Eu opean and Czech chemical indus y. In o de o
p ese e i s compe i i e posi ion on o eign ma ke s, i should de elop ac i i ies in wo di ec ions [
6
]:
-
Res o ing ma gins by assu ing access o ene gy a compe i i e p ices and adop ing measu es
p io i ising in es men p omo ing p oduc i i y;
-
Assu ing he ansi ion o sus ainable chemicals by means o inno a i e endea ou s ( he ansi ion
o o he sou ces o ene gy and he de elopmen o plan chemis y ep esen he p incipal ac o s
in de elopmen ).
Co po a e g oups in he chemical indus y in he Czech Republic in he g oup 20.1 acco ding o
he CZ NACE classi ica ion we e selec ed o he pu poses o his esea ch.
An assessmen o he cu en s a e o knowledge shows ha i is essen ial o hese co po a e
g oups o assu e he a ainmen o he goal o economic e iciency in line wi h social jus ice and
p o ec ion o he en i onmen [
7
]. The gi en challenges a e, a he same ime, an incen i e o he
incep ion o new equi emen s o business modelling. The aim o ou esea ch p ojec was o espond
o he cu en challenges o sus ainable de elopmen , in he o m o new business models o selec ed
g oups o he Czech chemical indus y 20.1 acco ding o he CZ NACE classi ica ion.
2. Theo e ical Backg ound
2.1. Sus ainable Inno a ions
Inno a ions may, in gene al e ms, ake a ious o ms, e.g., inno a ion o a p oduc o p ocess,
o ganisa ional, echnological, o businessinno a ion, o changes o he businessmodel. Acco ding o [
8
],
inno a ions a e a mechanism o he c ea ion o alue and a ehicle o compe i i eness. They demand
c ea i i y, a ision, p edic ion o he u u e, and en ep eneu ial expe ience. All he gi en aspec s aid
he c ea ion o new business models [
9
]. The p inciple o pe manen [
10
] o in ensi e inno a ions
ollows a hype ac i e and mass-ope a i e model. I is cha ac e ised by he equen eplacemen and
pu chase o p oduc s. Fo co po a e g oups, his means p oducing mo e p oduc s mo e quickly wi h he
aim o g ea e consump ion [
11
]. Ne e heless, his in ensi e model o consump ion has wide- anging
consequences o he en i onmen , as i is accompanied by an inc ease in he amoun o was e and
he was age o limi ed na u al esou ces and aw ma e ials. This c ea es a po en ial ension be ween
he economic and en i onmen al dimensions o he in ensi e indus ial model. The in eg a ion o
sus ainable de elopmen in o inno a i e s a egies c ea es he p incipal bene i o he co po a e g oup.
Sus ainabili y 2020,12, 3932 3 o 18
In his ega d, [
12
] pu s o wa d he concep o sus ainable inno a ion o he business model. This
ela es o he disco e y o a new and imp o ed me hod o he unc ioning o he co po a e g oup
and he c ea ion o g ea e alue [
13
]. Sus ainable inno a ions o he business model a e conside ed
c ucial o he c ea ion o sus ainable business [
14
]. Sus ainable inno a ions espond o he challenges
o sus ainable de elopmen and in eg a e i s en i onmen al, social, and economic dimensions in o
he a ibu es and unc ionali ies o p oduc s and, mos impo an ly, enable he de elopmen o new
business models in dependence on he b anch o indus y in which he co po a e g oup conduc s i s
ac i i y and in which i mus also espec he legisla i e aspec s o i s ac i i y. Sus ainable inno a ions
con ibu e in his way o shaping he epu a ion and legi imacy o he co po a e g oup [
15
], i.e., hey
demons a e ha i s ac i i ies do no ha e a nega i e impac on he en i onmen and socie y. Thei
de elopmen is associa ed wi h he co po a e g oup’s s akeholde s who a e a sou ce o in o ma ion.
Acco ding o [
16
], alue is c ea ed by co po a e g oups which wo k oge he wi h in e nal and
ex e nal s akeholde s wi hin he scope o he co po a e g oup’s alue ne wo k. The aim o sus ainable
inno a ion in he con ex o sus ainable de elopmen is he c ea ion o new ma ke oppo uni ies ha
lead o he de elopmen o new business models ocusing on mul iple alue o cus ome s.
2.2. The Concep o A New Business Model
A new business model is, hen, an inno a i e business model [
17
,
18
] as i ela es o a new sys em
o company ac i i ies [
19
] and an inno a i e s uc u e o c ea ing and ob aining alue [
20
] o he
co po a e g oup and i s alliances wi h pa ne s and cus ome s [
21
]. Ami and Zo [
22
] unde s and
ne wo ks and alliances as a key amewo k o inno a i e business models. Teece [
23
] no es ha
adi ional business models sol e he ask o how o de elop, manu ac u e, and sell a p oduc and
ecei e p o i om i s de elopmen , manu ac u e, and sale. De eloping a new business model, in he
b oades e ms, does no need o consis o de eloping a new p oduc o a change in p ocesses o he
sou ces necessa y o i s p oduc ion, and in addi ion, do no necessa ily equi e o be o a echnological
na u e. The desi ed e ec s may also be achie ed by means o as e p ocesses, he sale o solu ions o
cus ome s, he p o ision o accompanying se ices, co-ope a ion wi h communi ies, p ice incen i es
o cus ome s, b eaking down ba ie s o he a ailabili y o a p oduc , e c. Acco ding o [
9
], a business
model may be conside ed new i i sa is ies wo p inciples: Uniqueness o concep and uniqueness o
sales p oposi ion.
2.2.1. Uniqueness o Concep
The uniqueness o concep o a new business model consis s o he ac ha i :
•
Is ocused on long- e m sus ainabili y and is, acco ding o he au ho s Bocken, Sho , Rana,
and E ans [24], a concep o a sus ainable business model;
•
Is cha ac e ised by an en i onmen al, social, and economic dimension [
24
], which is he esul o
he en i onmen al awa eness o co po a e g oup, which he eby c ea e he possibili y o unique
ways o doing business. In his espec , i is a concep o a socially esponsible model [25];
•
Is associa ed wi h inno a ion. In his ega d, i is a concep o inno a i e business models [
26
–
28
].
The concep o sus ainabili y plays an impo an basic ole in he o mula ion o a co po a e g oup’s
s a egic ision and i s decision-making [
29
,
30
]. I is a s a egic u ning poin o a la ge numbe o
co po a e g oups in ha i b ings pu pose o socially esponsible en e p ise [
31
] and is associa ed wi h a
cul u e o inno a ion, unceasing imp o emen , and a se o mo al p inciples and s anda ds ha guide
beha iou in he sphe e o en e p ise [
32
]. The c ea ion o me ely economic alue canno be sus ainable
o a co po a e g oup igno ing he en i onmen al and social se ing in which i pe o ms i s ac i i y.
A new business model in he con ex o sus ainabili y is he esul o s a egic hinking and an
ope a i e scheme o imp o ed business [
33
]. Desc ip ion o his scheme emphasises he uniqueness
o he ac i i y o he co po a e g oup. I conside s he ela ionship be ween i s s a egic ision and
ope a i e ac i i ies in iew o he ac ha i di ec ly in eg a es he en i onmen al, social, and economic
Sus ainabili y 2020,12, 3932 4 o 18
aspec o sus ainable de elopmen in o i s s a egic and ope a i e app oach. The c ea ion o mul iple
alue is he basis o his app oach.
2.2.2. Uniqueness o Sales P oposi ion
The acquisi ion o a posi i e economic e ec on he basis o sales is based on he use o a unique
selling p oposi ion, which means a desc ip ion o how a speci ic p oduc di e s om compe i o
p oduc s in e ms o i s en i onmen al, social, and economic e ec in o de o he cus ome o decide
o buy i . The p oduc s hemsel es ha a co po a e g oup o e s may help sus ainabili y o only a
limi ed ex en unless hey gi e conside a ion o a b oade se o ques ions, including he social in e es s
o s akeholde s, ques ions o human igh s, and he p ese a ion o sou ces, e c. [
34
]. Richa dson [
35
]
p oposes concei ing a new business model om a b oade pe spec i e: Fi s ly, no me ely o cus ome s
and co po a e g oups, bu also o all in e es g oups (supplie s, end use s, sha eholde s, go e nmen s,
and pa ne s), and secondly, alue is ela ed no me ely o i s economic exp ession, bu also inco po a es
en i onmen al and social alue. The alue supply may be conside ed an exp ession o he co po a e
g oup’s social and en i onmen al esponsibili y.
2.3. Mul iple Value
The quali ica ion o he concep o mul iple alue is he esul o an unde s anding o he se o
de ini ions and he alue heo y ha a e speci ic o each a ea o managemen [
36
]. The app oach
based on alue o he cus ome is o in e es , i s and o emos , o ma ke ing [
37
]. Socially esponsible
p oduc s a e designed o ecipien s who a e no me ely ex e nal, bu also in e nal, cus ome s. Vlˇcek [
38
]
emphasises he ac ha economic en i ies a e, in hei eal o m, an ex ensi e ne wo k o mu ually
in e connec ed and in e ela ed p ocesses wi h in e nal and ex e nal p oduc s c ea ing a sou ce o alue
o in e nal and ex e nal cus ome s. Value is cha ac e ised by mul iplici y by he ac ha i is associa ed
wi h en i onmen al and social aspec s. This mul iplici y, wi h which he gi en concep is associa ed,
ollows om Be gson’s philosophy [
39
]. I deno es he s uc u e c ea ed on he basis o he conjunc i e
syn hesis o indi idual speci ic elemen s. I is a mu ual ope a ion: Symbiosis and sympa hy. I ela es
o he pa icipa ion o s akeholde s in he c ea ion o mul iple alue, which ep esen s a new app oach
o he alue ha he co po a e g oup o e s. Social and en i onmen al alues a e in acco dance wi h
con empo a y equi emen s o p oducing and comme cialising socially esponsible p oduc s [
40
] ha
espec he collec i e in e es s o socie y. A shi is being seen om he concep o he p oduc o he
concep o he supply o solu ions on he basis o a co po a e g oup’s ne wo k in e connec ion [
41
]
wi h o he s akeholde s (supplie s, cus ome s, no - o -p o i o ganisa ions, e c.). Con inual mul iplici y
enables a be e unde s anding o he na u e o alue c ea ion, which is a concep ha lies a he e y
hea o ma ke ing [39].
The concep o mul iple alue esul s om adap a ion o he dimensions o sus ainable de elopmen
(en i onmen al, social, and economic) and he concep o alue. I exp esses a new co po a e app oach o
alue ha is open o cus ome hinking in he con ex o sus ainable de elopmen and ha inco po a es:
•
The pe cei ed bene i o a p oduc wi h a di e ing pe iod o consump ion om he iewpoin
o i s use, compe i i e ad an ages, and he possibili ies o di e en ia ion by ex e nal and
in e nal cus ome s;
•
The inno a i e dimension associa ed wi h he p o ision o se ices, he p oduc ion p ocess. and
dis ibu ion making as e p oduc ion and dis ibu ion possible a lowe cos , while espec ing
en i onmen al and social aspec s;
•
The p ocess o co-ope a ion du ing i s c ea ion wi hin he amewo k o a sys em o mul iple
in e ac ions o in e es g oups in a company alue ne wo k and he co-c ea ion o unique alue
wi h he cus ome ;
•
The challenge o he manu ac u e o ensu ing hei de elopmen a a p o i , while concu en ly
espec ing he cos ly equi emen s o sus ainable de elopmen .
Sus ainabili y 2020,12, 3932 5 o 18
Acco ding o he academic li e a u e, he in e es o co po a e g oups is becoming ocused on
he c ea ion o highe alue (ex ao dina y o new alue) o he cus ome , which we unde s and as
mul iple alue and which is associa ed wi h he en i onmen al, social, and economic aspec s o supply.
The speci ic in e es is an oppo uni y o s imula ion o he sus ainable inno a ion o no me ely
p oduc s and p ocesses, bu o business models as well. I ollows om he abo e ha he p ocess
o inno a ion goes beyond he bounds o he p oduc i sel . I mul iple alue is o be c ea ed o he
cus ome ; i is essen ial o expand he alue o he p oduc by inno a ing associa ed se ices and he
p ocess o p oduc ion and dis ibu ion making i possible o make and dis ibu e p oduc s a lowe
cos , a g ea e quali y, and a highe speed, while a he same ime obse ing en i onmen al and social
aspec s. The c ea ion o mul iple alue [
42
] an icipa es dialogue wi h in e es g oups ha ein o ce
he abili y o inno a e and de end new sou ces o mul iple alue. The alliance o a ious in e es
g oups wi hin a co po a e g oup e okes hei mu ual complemen a ion and knowledge sha ing wi h
an awa eness o he ac ha he c ea ion o alue o all in e es g oups is, i s and o emos , a ma e
o c ea ing alue o he cus ome [43].
The pa icula expe iews based on app oaches o alue emphasise he idea ha he esolu ion
o social and en i onmen al issues does no mean a bu den on co po a e g oups bu ep esen s an
oppo uni y o imp o e hei business models and inc ease p o i abili y.
2.4. The A chi ec u e o Mul iple Value
When we ecognise he alue ha he cus ome buys and he alues ha o he pa ne s expec ,
a en ion mus be ocused on he me hod o hei c ea ion and deli e y.
The alue a chi ec u e is he way in which he co po a e g oup is o ganised in o de o ensu e
he c ea ion and p o ision o alue supply o end cus ome s on he basis o a po olio o sou ces
and compe ences. I is associa ed no me ely wi h he in e nal and ex e nal alue chain, bu i s and
o emos wi h i s alue ne wo k, i.e., he co po a e g oup’s ex e nal s akeholde s who help c ea e
alue and p o ide i o cus ome s. I s aim wi hin he alue chain is o ensu e he en i onmen ally and
socially e ec i e c ea ion o alue.
Co-ope a ion be ween pa ne s in he alue chain and he in eg a ion o a ious p ocesses in
ma ke ing, dis ibu ion, inno a ion, in o ma ion sys ems, e c. ha e become impo an ac o s in
achie ing cus ome sa is ac ion, educing o al cos s, and c ea ing he compe i i e posi ion o a ious
en i ies in he alue chain [44].
The ad an ages o a sus ainabili y s a egy, which a e inco po a ed p ima ily in a p og essi e
app oach (Table 1) [45–47], should be pa o he c ea ion o a alue chain [48].
Table 1.
A di e ing app oach o he alue chain om he iewpoin o c ea ion o economic,
en i onmen al, and social alue.
The T adi ional App oach The P og essi e App oach
•
The s uc u e o he co po a e p ocess is se by
he o ganisa ion c ea ed
•The di ision o unc ions and esponsibili ies
is c ucial, co esponding o he
o ganisa ional s uc u e
•Planned ela ionships a e comp ised
exclusi ely o ela ionships be ween he
co po a e g oup, i s supplie s and
i s cus ome s
•The co po a e g oup’s p ima y ac i i ies do
no conside he alue o na u al esou ces o
he alue o was e esul ing om consump ion
•Auxilia y ac i i ies a e no s uc u ed so as o
p omo e sus ainable s a egic managemen
•Func ions in a closed economic sys em
wi hou a u he ex e nal ecosys em
•In ensi e co-ope a ion be ween he co po a e g oup’s
a ious depa men s
•Co-ope a ion be ween co po a e g oups and o he
s akeholde s c ea es en i onmen al, social and
economic alue
•The mul i-o ganisa ional aspec enables he inco po a ion o
c ea ion o mul iple alue in o he en e p ise ecosys em
•Co-ope a ion be ween pa ne s is an impo an ac o in
achie ing cus ome sa is ac ion, educing o e all cos s and
c ea ing he compe i i e posi ion o a ious en i ies in he
alue chain
•
Enables he c ea ion o ne wo ks o pa ne co po a e g oups
belonging o a alue chain ha compe es wi h o he
alue chains
•The philosophy o in eg a ion o he alue chain is based on
he idea o o ien a ion o he ma ke and he cus ome

Sus ainabili y 2020,12, 3932 6 o 18
The consequence o his is he end o he adi ional independen co po a e g oup ha wi hs ands
compe i ion om o he co po a e g oups indi idually, and a shi owa ds he o ma ion o ne wo ks
o pa ne co po a e g oups belonging o a alue chain ha compe es wi h o he alue chains.
The philosophy o in eg a ion o he alue chain is based on he idea o o ien a ion o he ma ke and
he cus ome [
49
,
50
]. E e y ac i i y in he alue chain is di ec ed owa ds he c ea ion o alue o he
cus ome . Figu e 1shows he concep o a new business models based sus ainable mul iple cus ome
alue c ea ion and speci ies he a eas o which i ela es.
Sus ainabili y 2020, 12, x FOR PEER REVIEW 6 o 17
• Auxilia y ac i i ies a e no s uc u ed so
as o p omo e sus ainable s a egic
managemen
• Func ions in a closed economic sys em
wi hou a u he ex e nal ecosys em
• Enables he c ea ion o ne wo ks o pa ne
co po a e g oups belonging o a alue chain ha
compe es wi h o he alue chains
• The philosophy o in eg a ion o he alue chain is
based on he idea o o ien a ion o he ma ke and
he cus ome
The consequence o his is he end o he adi ional independen co po a e g oup ha
wi hs ands compe i ion om o he co po a e g oups indi idually, and a shi owa ds he o ma ion
o ne wo ks o pa ne co po a e g oups belonging o a alue chain ha compe es wi h o he alue
chains. The philosophy o in eg a ion o he alue chain is based on he idea o o ien a ion o he
ma ke and he cus ome [49,50]. E e y ac i i y in he alue chain is di ec ed owa ds he c ea ion o
alue o he cus ome . Figu e 1 shows he concep o a new business models based sus ainable
mul iple cus ome alue c ea ion and speci ies he a eas o which i ela es.
Figu e 1. New business models ocusing on he sus ainable c ea ion o mul iple alue o he cus ome
om a b oade pe spec i e.
The o ma ion o a alue ne wo k. A alue ne wo k makes i possible o gain an idea o he
compe ences o co po a e g oups ha may co-ope a e in he c ea ion o alue, while compe ing in
communica ing he alue c ea ed [51]. Acco ding o Ch is ensen and Rosenbloom [52], a alue
ne wo k is he con ex in which he co po a e g oup compe es and esol es he p oblems o
cus ome s. Fo his eason, i is app op ia e o model a alue ne wo k ha inco po a es s akeholde s
ha engage he co po a e g oup in he p ocess o c ea ing and p o iding alue on he ma ke . This
in ol es s akeholde s who c ea e an expanded alue chain om he s age be o e he d awing up o
a p oduc concep un il a e i s dis ibu ion. Ce ain au ho s associa e he concep o he alue
ne wo k wi h he modula i y o p oduc s and sys ems ha c ea e he alue a chi ec u e [53].
3. Me hodology
To ul il he a icle’s objec i e, which is o desc ibe business models cu en ly used in e ms o
sus ainable mul iple cus ome c ea ion in he Czech chemical indus y, namely Sec ion 20.1 acco ding
o CZ NACE, he ollowing esea ch ques ions ha e been o mula ed:
• Which business model elemen s p omo e sus ainable mul iple cus ome alue c ea ion?
• How o disce n he elemen s which ende he business model no el wi hin he con ex o he
indus y?
• How o gauge he business model no el y?
The ollowing pa ag aphs p esen he s eps aken o answe he i s wo esea ch ques ions om
he pe spec i e o he me hodology used. The hi d esea ch ques ion will be answe ed in he esul s
Figu e 1.
New business models ocusing on he sus ainable c ea ion o mul iple alue o he cus ome
om a b oade pe spec i e.
The o ma ion o a alue ne wo k. A alue ne wo k makes i possible o gain an idea o he
compe ences o co po a e g oups ha may co-ope a e in he c ea ion o alue, while compe ing
in communica ing he alue c ea ed [
51
]. Acco ding o Ch is ensen and Rosenbloom [
52
], a alue
ne wo k is he con ex in which he co po a e g oup compe es and esol es he p oblems o cus ome s.
Fo his eason, i is app op ia e o model a alue ne wo k ha inco po a es s akeholde s ha engage
he co po a e g oup in he p ocess o c ea ing and p o iding alue on he ma ke . This in ol es
s akeholde s who c ea e an expanded alue chain om he s age be o e he d awing up o a p oduc
concep un il a e i s dis ibu ion. Ce ain au ho s associa e he concep o he alue ne wo k wi h he
modula i y o p oduc s and sys ems ha c ea e he alue a chi ec u e [53].
3. Me hodology
To ul il he a icle’s objec i e, which is o desc ibe business models cu en ly used in e ms o
sus ainable mul iple cus ome c ea ion in he Czech chemical indus y, namely Sec ion 20.1 acco ding
o CZ NACE, he ollowing esea ch ques ions ha e been o mula ed:
•Which business model elemen s p omo e sus ainable mul iple cus ome alue c ea ion?
•
How o disce n he elemen s which ende he business model no el wi hin he con ex o
he indus y?
•How o gauge he business model no el y?
The ollowing pa ag aphs p esen he s eps aken o answe he i s wo esea ch ques ions
om he pe spec i e o he me hodology used. The hi d esea ch ques ion will be answe ed in he
esul s sec ion. The me hods, echniques, and ools used include he con en analysis, semi-s uc u ed
in e iews, a ques ionnai e, benchma king, and he Can as business model as a isualiza ion ool.
Desc ip ion o he use o he me hod and echniques: The con en analysis was used o compile
elemen s o he business model. The semi-s uc u ed in e iews we e used o assess he ep esen a ion
and impo ance o indi idual elemen s o he examined indus y om he basic se o elemen s
Sus ainabili y 2020,12, 3932 7 o 18
ob ained. The ques ionnai e was used o iden i y he elemen s o business models o companies in
he chemical indus y and hei cus ome o ien a ion based on he sus ainable c ea ion o mul iple
alue. Benchma king was used o compa e and measu e business models o companies (using a
weigh ed mean indica o o he c ea ion o mul iple alue). The Can as business model se ed as a
isualisa ion ool.
3.1. Resea ch Design–Fi e-S ep App oach o Desc ibe New Business Models Based on C ea ing Sus ainable
Mul iple Cus ome Value
The se o ele an business model elemen s and no el y e alua ion indica o we e c ea ed h ough
a i e s ep p ocess: (1) Ex ac ing possibly ele an business model elemen s and hei in e p e a ions
om he li e a u e; (2) conduc ing con en analysis o limi he ini ial se o a mo e manageable one;
(3) semi-s uc u ed in e iews wi h indus y ep esen a i es o e alua e ele ance; (4) ques ionnai e
design, es ing, and dis ibu ion; and (5) inding a measu e o no el y.
3.2. S ep One and Two: Li e a u e Re iew and Con en Analysis
Gi en he abs ac na u e o he business model cons uc , which is composed o elemen s
ha can ha e mani old in e p e a ions and ep esen a ions a ying om p ac i ione o p ac i ione ,
he li e a u e esea ch was conduc ed in all h ee heo e ical ields o p o ide a s anda dized se o
ele an business model elemen s. The i s esul iden i ied 199 elemen s (Table 2).
Table 2. Numbe o iden i ied business model elemen s acco ding o a ious o e s.
Numbe o Iden i ied Elemen s Au ho Yea
11 Ha , S. L. 1995
17 Kuma , S., Malegean , P. 2006
4 Fowle , S. J., Hope, C. 2007
5 Dubigeon, O. 2009
11 G and al, S., Ron eau, S. 2011
7 Chanal, V. 2011
18 Sempels, C., Ho mann, J. 2013
14 Dauchy, D. 2013
40 Demil, B., Lecocq, X., Wa nie , V. 2013
6 Rajagopal, R. 2014
56 Chen, Y.T., Chiu, M. 2015
10 Hei el, S., Kämp -De n, A., P nü , A. 2015
This se was educed h ough con en analysis o igh en he sp ead o elemen s o hose p esen
in he indus y. The con en analysis included company websi es, inancial epo s, annual epo s,
p ess eleases, p ess a icles, and o he publicly accessible ma e ials. The documen s we e scanned
o speci ic men ions o business elemen s and causal ac o s which could indica e hei p esence.
This educed he ini ial se o a mo e manageable se o 53 elemen s ele an o he indus y’s con ex
(Appendix A).
3.3. S ep Th ee and Fou : Semi-S uc u ed In e iew And Ques ionnai e Design
This se o 53 elemen s se ed as a ounda ion o semi-s uc u ed in e iews wi h 9 indus y
ep esen a i es belonging o he companies p esen in he sample (p oduc ion manage s, comme cial
manage s, and ma ke ing manage s). The ep esen a i es we e asked o i s con i m alidi y o
he gi en elemen s, second e alua e on a Like scale he signi icance o he indus y’s con ex and
mul iple alue c ea ion (1–no signi ican o 5– e y signi ican ). Table 3(in Sec ion 4.1) p esen s he
mos signi ican business model elemen s a anged acco ding o he 9 ields o he business model
can as [
54
] o acili a e he comp ehension and ep esen a ion (Table 3). Fo he pu pose o he esea ch,
Sus ainabili y 2020,12, 3932 8 o 18
we modi ied 2 ields o he business model can as, swi ching he ields “cus ome ela ionships” and
“cus ome segmen s” o “s akeholde ela ionships” and “s akeholde s”.
Table 3. Reduced se o alida ed business model elemen s.
Business Model
Can as Field Business Model Elemen Absolu e
F equency
F equency
(%) Mino i y Model
Value p oposi ion
Mul iple p oduc a ian s on o e 32 84.21
Al e na i es o p oduc s on o e 17 44.74 X
En i onmen ally iendly p oduc s 24 63.16
Rela ed p oduc s on o e 16 42.11 X
Indi idual planning 23 60.53
Limi ing use o dange ous subs ances in
p oduc ion 23 60.53
Key pa ne s
Supplie s o suppo se ices 22 57.89
Local supplie s 16 42.11 X
Emphasis on indus ial sa e y 27 71.05
Coope a ion wi h public and non-p o i
o ganisa ions 11 28.95 X
Key ac i i ies
B2B esou ce sha ing 4 10.53 X
Comme cial suppo o B2B cus ome s 21 55.26
Using sus ainable eeds ocks 18 47.37 X
Using ene gy sa ing equipmen 21 55.26
Key esou ces Cen alised was e ea men 25 65.79
Take-back ag eemen 10 26.32 X
S akeholde
ela ions
Consul ing 27 71.05
In o ma ion and epo sha ing 23 60.53 X
Sha ing expe ience wi h cus ome s and
supplie s 16 42.11 X
Resea ch coope a ion 18 47.37 X
P o ision o in e nships 20 52.63
Channels Online pla o m 13 34.21 X
Cos s uc u e
Was e as an ene gy esou ce 15 39.47 X
Cen alised was e ea men 25 65.79
Was e ecycling 23 60.53
Financial suppo and sponso ships 24 63.16
Educa ion und 5 13.16 X
Re enue s eams
Ren al o p oduc ion acili ies and
equipmen 7 18.42 X
Specialised se ices (R&D) 21 55.26
Comple e p oduc -se ice solu ions 3 7.89 X
Main enance 24 63.16
By-p oduc s a ailable as ene gy sou ce o
esou ce 11 28.95 X
This seconda y se was educed based on indica ed alidi y, and elemen s wi h less han 50%
alidi y we e excluded. Thus, based on his inal se o 32 elemen s, a ques ionnai e was de eloped
and dis ibu ed om Oc obe 2017 o Feb ua y 2018. Due o he na u e o business model elemen s
(being p esen o non-p esen ), he ques ionnai e was designed as a se ies o 32 closed ques ions.
The ques ionnai e consis ed o wo majo pa s, ques ions conce ning business model elemen s and
ques ions conce ning cus ome s as pa o hei s akeholde s. The ques ions in he i s pa o he
ques ionnai e conce ned he alue o e –comp ising 32 elemen s ob ained by he con en analysis
( e i ied by s uc u ed in e iews). They we e di ided in o he ollowing a eas, which we e speci ied
by indi idual ques ions: Types o se ices p o ided (4 ques ions), Di e si y o o e (4 ques ions),
A ailabili y o p oduc s and se ices (7 ques ions), En i onmen (8 ques ions), and Social en i onmen
(9 ques ions). Also, o he ele an s akeholde s we e a ibu ed o some ques ions (e.g., he s akeholde
“Uni e si ies” was a ibu ed o elemen “P o ision o in e nships”). This is la e ep esen ed in
Figu es 2and 3.
Sus ainabili y 2020,12, 3932 9 o 18
Sus ainabili y 2020, 12, x FOR PEER REVIEW 9 o 17
Figu e 2. Majo i y business model cons uc .
Figu e 3. Mino i y business model cons uc .
The ques ionnai e was mainly aimed a p oduc ion manage s, ma ke ing manage s, o
comme cial manage s. P io o he dis ibu ion, he ques ionnai e was es ed using semi-s uc u ed
in e iews wi h di e en wo p ac i ione s o check o comp ehension. The pa icipan s we e also
asked abou hei comp ehension and compa ed o se de ini ions o indi idual elemen s. The
de ini ions we e no p o ided o he p ac i ione s bu se ed o check he comp ehension.
The sample comp ised medium-sized and la ge en e p ises alling in o he CZ NACE g oup 20.1
manu ac u e o basic chemicals, e ilize s, and plas ics. The companies we e ound using he
Amadeus da abase and so ed acco ding he ollowing c i e ia: (1) Ac i e s a us; (2) ha ing he
headqua e s o a b anch in he Czech Republic; (3) numbe o employees highe han 75 employees;
(4) belonging o he g oup 20.1 manu ac u e o basic chemicals, e ilize s, and plas ics.
The i s esul s indica ed a popula ion o 49 companies in o al, using he Amadeus da abase.
Following a e iew, double en ies and alse en ies we e elimina ed, hus lea ing a popula ion o 42
companies. A e con ac ing indi idual companies when dis ibu ing he ques ionnai e, comme cial
ou le s and wholesale s we e almos all elimina ed om he popula ion, hus p o iding a inal
numbe o 38 companies. These 38 companies consis o 25 la ge and 13 medium-sized companies.
A e con ac ing all 38 companies ep esen ed in he sample, 22 ques ionnai es we e ecei ed,
ep esen ing a 57.89% esponse a e.
3.4. S ep Fi e: Finding a Measu e o No el y
Figu e 2. Majo i y business model cons uc .
Sus ainabili y 2020, 12, x FOR PEER REVIEW 9 o 17
Figu e 2. Majo i y business model cons uc .
Figu e 3. Mino i y business model cons uc .
The ques ionnai e was mainly aimed a p oduc ion manage s, ma ke ing manage s, o
comme cial manage s. P io o he dis ibu ion, he ques ionnai e was es ed using semi-s uc u ed
in e iews wi h di e en wo p ac i ione s o check o comp ehension. The pa icipan s we e also
asked abou hei comp ehension and compa ed o se de ini ions o indi idual elemen s. The
de ini ions we e no p o ided o he p ac i ione s bu se ed o check he comp ehension.
The sample comp ised medium-sized and la ge en e p ises alling in o he CZ NACE g oup 20.1
manu ac u e o basic chemicals, e ilize s, and plas ics. The companies we e ound using he
Amadeus da abase and so ed acco ding he ollowing c i e ia: (1) Ac i e s a us; (2) ha ing he
headqua e s o a b anch in he Czech Republic; (3) numbe o employees highe han 75 employees;
(4) belonging o he g oup 20.1 manu ac u e o basic chemicals, e ilize s, and plas ics.
The i s esul s indica ed a popula ion o 49 companies in o al, using he Amadeus da abase.
Following a e iew, double en ies and alse en ies we e elimina ed, hus lea ing a popula ion o 42
companies. A e con ac ing indi idual companies when dis ibu ing he ques ionnai e, comme cial
ou le s and wholesale s we e almos all elimina ed om he popula ion, hus p o iding a inal
numbe o 38 companies. These 38 companies consis o 25 la ge and 13 medium-sized companies.
A e con ac ing all 38 companies ep esen ed in he sample, 22 ques ionnai es we e ecei ed,
ep esen ing a 57.89% esponse a e.
3.4. S ep Fi e: Finding a Measu e o No el y
Figu e 3. Mino i y business model cons uc .
The ques ionnai e was mainly aimed a p oduc ion manage s, ma ke ing manage s, o comme cial
manage s. P io o he dis ibu ion, he ques ionnai e was es ed using semi-s uc u ed in e iews
wi h di e en wo p ac i ione s o check o comp ehension. The pa icipan s we e also asked abou
hei comp ehension and compa ed o se de ini ions o indi idual elemen s. The de ini ions we e no
p o ided o he p ac i ione s bu se ed o check he comp ehension.
The sample comp ised medium-sized and la ge en e p ises alling in o he CZ NACE g oup 20.1
manu ac u e o basic chemicals, e ilize s, and plas ics. The companies we e ound using he Amadeus
da abase and so ed acco ding he ollowing c i e ia: (1) Ac i e s a us; (2) ha ing he headqua e s o a
b anch in he Czech Republic; (3) numbe o employees highe han 75 employees; (4) belonging o he
g oup 20.1 manu ac u e o basic chemicals, e ilize s, and plas ics.
The i s esul s indica ed a popula ion o 49 companies in o al, using he Amadeus da abase.
Following a e iew, double en ies and alse en ies we e elimina ed, hus lea ing a popula ion o
42 companies. A e con ac ing indi idual companies when dis ibu ing he ques ionnai e, comme cial
ou le s and wholesale s we e almos all elimina ed om he popula ion, hus p o iding a inal numbe
o 38 companies. These 38 companies consis o 25 la ge and 13 medium-sized companies. A e
con ac ing all 38 companies ep esen ed in he sample, 22 ques ionnai es we e ecei ed, ep esen ing a
57.89% esponse a e.
Sus ainabili y 2020,12, 3932 16 o 18
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