Application of the Triple Layered Business Model Canvas -A case study of the maritime and marine industry-

Abstract

The pressure for companies to be sustainable oriented has increased over the past decade. The Triple Layered Business Model Canvas suggested by Joyce and Paquin (2016) provides businesses with a tool to integrate sustainability as part of their business models across three layers: economic layer based on the original business model canvas, environmental layer based of a life cycle assessment and social layer based on a stakeholder view. The Triple Layered Business Model Canvas is a new tool and has not yet gain prominence in academic literature and the applicability on companies is limited. Thus, this paper aims to test the applicability of the model on different industries. The model is tested through separate case study analyses of business models of companies in the maritime and marine industry in Møre and Romsdal, Norway. The results of the study indicate that the model is challenging to apply on companies with a wide range of products. We conclude that when applying the Triple Layered Business Model Canvas, companies should focus on one type of specific product.