From Convenience to Commitment : Designing a Personalised and Sustainable Meal Delivery Business Model in Finland
Kamolsiri, Shatcha (2026)
2026
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202604025593
https://urn.fi/URN:NBN:fi:amk-202604025593
Tiivistelmä
This thesis develops a conceptual framework for designing personalised and sustainable business models in healthy food delivery startups operating in urban areas of southern Finland. The study responds to the increasing expansion of food delivery services driven by convenience, which increasing consumer expectations regarding health, transparency, sustainability, and ethical labour practices.
The research adopts a conceptual and design-oriented approach. It synthesises literature on business models, personalisation, trust, and structural constraints related to sustainability, operations, and labour. The developed framework is applied to a comparative analysis of selected case firms to clarify alternative design configurations within the Finnish urban context. No primary empirical data were collected. The study integrates existing knowledge into a structured analytical model.
The findings highlight business model design as an integrating structure that connects value creation through personalisation with trust-building mechanisms under sustainability and labour constraints. The study contributes an integrated conceptual framework and offers practical guidance for entrepreneurs seeking to develop sustainable and operationally feasible healthy food delivery ventures in Finland.
The research adopts a conceptual and design-oriented approach. It synthesises literature on business models, personalisation, trust, and structural constraints related to sustainability, operations, and labour. The developed framework is applied to a comparative analysis of selected case firms to clarify alternative design configurations within the Finnish urban context. No primary empirical data were collected. The study integrates existing knowledge into a structured analytical model.
The findings highlight business model design as an integrating structure that connects value creation through personalisation with trust-building mechanisms under sustainability and labour constraints. The study contributes an integrated conceptual framework and offers practical guidance for entrepreneurs seeking to develop sustainable and operationally feasible healthy food delivery ventures in Finland.