Developing a business model for an HR consultancy by applying Service Logic Business Model Canvas. Case study: Aumaen Oy
Lam, Nguyen (2021)
Lam, Nguyen
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021062316572
https://urn.fi/URN:NBN:fi:amk-2021062316572
Tiivistelmä
For a long time, business model has been product-dominant or provider-oriented. In the modern world, majority of good-in-exchange is no longer tangible, or customer’s demand and context are various. Meanwhile, Service logic business model canvas (SLBMC) is an innovative and practical tool to develop a customer-cantered business culture. This study aims to create a business model for an HR consultancy – Aumaen Oy and bridge the gap between company’s value proposition and client’s demand. In this context, business model is defined as the framework of value generation to customers and capturing the return of value generated. Whereas service logic covers fundamental principles of the three-contemporary customer- oriented logics: service-dominant logic, service-logic and customer-dominant logic.
To investigate into element of business model, semi-structured interviews with interested stakeholders (partners and targeted customers) are carried out. Responses were analyzed using thematic analysis which searches for overarching themes of inputs. As a result, the light application version demonstrates typical Aumaen Oy client’s context and demand which emphasizes Organization and People matters such as cross-culture workplace, employee’s productivity and personalities. Value proposition of the company is skills and knowledge on Organizational psychology and management, interaction training, change management and leadership, as well as all-in-one service - a unique selling point – provides diagnoses, consulting projects and implementation. Aumaen Oy supports customers to carry out innovation and solving unexpected matters requiring expertise so that they can focus on their core business and accomplish goals. Feeling indicator index is an effective tool for measuring employee’s productivity and collecting precise data for future recommendation, workshops and projects. Additionally, the full application, demonstrates customer’s context and background in-detailed, suitable value proposition as well as how to embed them into customer’s world.
The results suggest that SLBM is an effective tool for Aumaen Oy to develop a business model. The company can benefit both an overall view of the business and constructive guidance for offering services to each customer profile.
To investigate into element of business model, semi-structured interviews with interested stakeholders (partners and targeted customers) are carried out. Responses were analyzed using thematic analysis which searches for overarching themes of inputs. As a result, the light application version demonstrates typical Aumaen Oy client’s context and demand which emphasizes Organization and People matters such as cross-culture workplace, employee’s productivity and personalities. Value proposition of the company is skills and knowledge on Organizational psychology and management, interaction training, change management and leadership, as well as all-in-one service - a unique selling point – provides diagnoses, consulting projects and implementation. Aumaen Oy supports customers to carry out innovation and solving unexpected matters requiring expertise so that they can focus on their core business and accomplish goals. Feeling indicator index is an effective tool for measuring employee’s productivity and collecting precise data for future recommendation, workshops and projects. Additionally, the full application, demonstrates customer’s context and background in-detailed, suitable value proposition as well as how to embed them into customer’s world.
The results suggest that SLBM is an effective tool for Aumaen Oy to develop a business model. The company can benefit both an overall view of the business and constructive guidance for offering services to each customer profile.