Business model: an evolutionary approach in the SVA sector under the perspective of Canvas Model

Fábio Luiz Zandoval Bonazzi, Dimaria Silva e Meirelles


This study aimed to analyze and describe the Movile business model and their way of creating and capturing value. This is a qualitative and empirical research based on a single case study conducted through interviews, document analysis and indirect observations of the company. The study allowed us to analyze and design the current Movile business model on their entire evolutionary process outlined by changes experienced by the segment of value-added service (VAS) in the last decade. We were also able to make inferences about their participation in the value chain in the telecommunications sector and describe the nine dimensions of the model according to the Business Model Canvas – BMC (Osterwalder & Pigneur, 2010). As a theoretical contribution, stands out the approach of authors such as Penrose (2006) and Chandler Jr. (2000) with the theme “business model”, as well as the dynamism that they could provide to the tool CANVAS, essentially characterized as a static method, with the discussion of organizational evolutionary process.


Modelo de negócios; Business Model Canvas; Serviço de valor agregado – SVA; Estudo de caso.


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