Assessment Instructions (100p):

Business Model Reverse Engineering

Reverse engineering is the process of discovering the (technological) principles of a device, object or system through analysis of its structure, function and operation. B.K. Behera, 2011

The task is to analyze a business model case through the concepts and methods practiced in class. To do so, students will choose a case of an established company, research about its early beginnings, and discuss the changes applied to its business model over time.

The analysis must include:

A brief introduction (1 paragraph) that summarizes how the company started compared to how it is today.
A clear identification of the main and secondary changes of the business model (Canvas) over time.
A description of the problems/discoveries that may have prompted those changes.
A reflection on how design and design thinking methods may have facilitated this transformation.

Overall, the analysis should uncover the key components and assumptions of the given cases business model specifying the blocks of the canvas chosen to build their analysis. Students can support their findings with information/content found on the firm’s website as long as it is referenced and argued accordingly, however, this information might only be used to support the responses. The required word count is 1200 words (+- 10%), excluding references.

References like diagrams are optional but might help illustrate or support your analysis (Canvas before and after, etc.)

Assessment Criteria is on the screen shot

Learning outcomes:

Understand the concept of business models
Understand the purpose of its different components
Acquire a design thinking approach to product development and business strategy
Ability to identify the foundations of different business models