摘要：The ambition of this paper is to increase the understanding of digital platform businesses and business model innovation in the context two-sided markets. A proposal for an instructive new business model canvas is developed by combining abductive reasoning with insights from a case study. The case was a unique driving school platform under the employee and professional service platforms. The proposed canvas builds upon Scholten’s canvas for platform businesses, complementing it with changes in terminology and the addition of new elements. The contribution of the paper derives from the insights provided by the case study and the identification of a new tool that can help platform businesses innovate in two-sided markets.
其他摘要：Purpose This study aims to increase the understanding of digital platform businesses and business model innovation in two-sided markets. Design/methodology/approach A new business model canvas tool was created through abductive reasoning and a real-life case study. The case was a unique driving school digital platform that belongs to employee and professional service platforms. Findings The proposed business model canvas is based on Scholten’s canvas (2016) for platform businesses and complements it by acknowledging changes in people’s values and macro-environmental factors as new elements. Research limitations/implications (if applicable) The study is limited to an exemplary case of a driving school digital platform. However, the results and the novel canvas tool can be applied to innovating business models for digital service platforms in many industries. Originality/value The novelty of the study is derived from the insights created by the case study and the new tool that helps platform businesses innovate in two-sided markets.
关键词：digital business model; two-sided market; canvas; value proposition; values; PESTEL
