Revenue innovation in the business model canvas

Abstract

This is a conceptual paper that proposes the application of the idea generation tool SCAMPER in order to instigate Business Model Innovation (BMI). It contributes to the literature by being the first to demonstrate how this tool can be used to trigger creative (i.e., novel and useful) ideas which could be implemented by organizations to foster BMI. SCAMPER could be utilized to innovate various elements of business models (BMs), however, due to space limitations, this paper focuses on one of the nine blocks of Osterwalder and Pigneur’s (2010) Business Model Canvas (BMC). The paper takes as its point of departure the fact that the BMC is one of the most extensively applied frameworks to map BMs, and that revenue streams form an integral part of finance for any organization. Moreover, it provides a reaction to Aagard and Nielsen’s (2021) suggestion that financialization should be embedded into the BMI process.