Business model study and evaluation : case: Fipatek

Abstract

When launching new products into existing business areas, formulating an adequate business model is vital to success on commercialization process. The purpose of the research was to study and evaluate available business models for state-of-the-art paperboard packaging solution developed in LUT University. The research problem for the study was to determine the best suitable business models for a solution in packaging industry by following guidelines of the Blue Ocean strategy. One key aspect for business modelling was analyzing the business environment by identifying related value chain and actors.

The research was conducted as a case study by means of qualitative research method because of its nature to generate deeper understanding of the topic and tell the researcher how (process) and why (meaning) things happen as they do (Cooper & Schindler, 2014). Literature review was used to study related topics and to understand the variables of business modelling. To test the know-how acquired by literature review, unstructured interviews and observations of the related business field were conducted at the same time.

The results showed that current business models in food packaging industry are quite traditional and there could be a market space for innovative business modelling. A key for effective business modelling is carefully considered value proposition for each customer segment.