New Business Models Based on Multiple Value Creation for the Customer: A Case Study in the Chemical Industry

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   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. 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