Business performance evaluation through integration of business model canvas (BMC) with analytic hierarchy process (AHP)

Abstract

In Malaysia, printing service industries are commonly operated by Small and Medium Enterprises (SMEs) either in-house or outsourcing. This study integrates the concepts of Business Model Canvas (BMC) and Empathy Map with Analytic Hierarchy Process (AHP) approach. The purpose of this study is to investigate SME Printing Service Industry operations based on BMC perspectives and choose the best operational alternatives between having in-house, outsourcing or hybrid of both, in-house and outsourcing. BMC and Empathy Map can act as a framework or tool by developing relevant questionnaires and conducting interview sessions. Several printing companies and eight customers as interview respondents and several questionnaires are distributed to studied companies. The results based on BMC perspectives indicated that in certain condition outsource alternative is better than other alternatives. Whilst, the result of Empathy Map has shown that in certain condition the hybrid alternative is a better than the others. The study has provided a guideline on how the combination between BMC and Empathy Map with AHP can guide SMEs in making strategic operational decisions such as either to having in-house operation or outsourcing.