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Unicanvas: Exploring a tool for strategic management
Julio Segundo1, Mariluz Fernandez-Alles1, Maria Velez2
1Business Organization Department, University of Cadiz, Cádiz, Andalusia, Spain.
The University-Model Canvas (Unicanvas) is a strategic tool for higher education institutions (HEIs) to design adaptable business models. This visual tool addresses challenges like internationalization and digitalization for fifth-generation universities.
Area of Science:
- Higher Education Management
- Strategic Planning
- Business Model Innovation
Background:
- Traditional strategic tools face limitations in addressing the evolving landscape of higher education.
- Fifth-generation universities require dynamic approaches to manage internationalization, digitalization, sustainability, and corporate social responsibility.
Purpose of the Study:
- To propose an adapted version of the Business Model Canvas (BMC) tailored for Higher Education Institutions (HEIs).
- To introduce the University-Model Canvas (Unicanvas) as a strategic tool for designing HEI business models.
- To address the limitations of traditional strategic tools in the context of modern universities.
Main Methods:
- Adapting the strategic building blocks of the Business Model Canvas.
- Renaming some BMC blocks and adding an 'achievement' block.
- Theoretical reflection on the application of each block within the university context.
Main Results:
- The University-Model Canvas (Unicanvas) is a versatile tool for designing tailored university business models.
- Unicanvas facilitates adaptation to diverse value propositions and beneficiary needs.
- The tool supports the integration of new trends and challenges faced by universities.
Conclusions:
- Unicanvas provides flexibility and dynamism for HEIs to adapt their business models.
- The tool supports holistic business model design through its participatory, intuitive nature.
- Unicanvas is effective in addressing the complexities of modern higher education strategic planning.
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