Business Model Canvas: A Bibliometric Analysis of Published Literatures using R

This study presents a bibliometric analysis on the publications of Business Model Canvas research from Scopus database between 2012 to July 2021. The publication trend is on the rise and anticipated to continue to rise due to the COVID-19 pandemic that requires creative, precise and dynamic business modelling appraoches. Based on keywords used, , the study retrieved 116 documents and analyze the data using various tools. This presented potential researchers with a wide opportunity to publish on recent issue regarding Business Model Canvas during the pandemic and post-pandemic period in SCOPUS publications. Issues pertinent to triple layered business model, IR 4.0 and the post pandemic business model and strategy can bee seen as interesting areas to venture in terms of publication opportunities.


INTRODUCTION
Business modelling is a strategic activity that promotes innovation with overarching business strategy (Carter & Carter, 2020). Business Model Canvas is a method of analyzing, designing, strategizing and testing a business model based on nine business areas (Ariffin & Hamidon, 2017). It describes the rationale of how an organization creates, delivers and captures value. This model is preferred by the practitioners especially in the Table 1 summarizes the 9 BMC buildings blocks. BMC starts from identifying the customer segment. It emphasizes on the notion that an organization should be able to identify one or several customer segments. This exercise will help the organization to understand which customer segments bring the most revenue to the organization. From the customer segments, then it moves to value propositions where an organization should seek to solve customer problems and satisfy the customer needs through providing values bundled with its products or services. After the value propositions have been identified, organizations have to focus on ways to deliver the values to the customers. Values can be delivered through communication, distribution and sales channels. After identifying the right channels for the right customers, organization can start building and maintaining relationship with each customer segment. Sometimes organization does not have a clue on types of resources they have or need in order to satisfy their customer needs. Identifying key resources is one of the important elements in BMC. In addition, by identifying key activities involved, resources can be utilized at an optimum level. Realizing that some activities are outsourced, and some resources are acquired outside of the organization, BMC has included the element of Key Partnership to specifically address these issues. The last building block in BMC is Cost Structure. It calculates all the cost involved in the organization.
The concept of business model canvas is tailored for managing the strategic sustainable and competitive development of the enterprise structure (Dudin, Lyasnikov, Leonteva, Reshetov, & Sidorenko, 2015). It explains the relationship between the organizations and the customers as well as their partners (Umar, Sasongko, Aguzman, & Sugiharto, 2108). Business canvas alone cannot guarantee to become a strong competitor in the market. It has to be paired with a strategic analysis (Turko, 2016). Sort and Nielsen (2018) suggested that business model canvas can alleviate the informational and communication challenges between entrepreneurs and business angels.
Bibliometric analysis method also called scientometrics is part of the research evaluation methodology from a variety of literature that has been widely produced, allows the implementation of bibliometric analysis using its own methods (Ellegaard & Wallin, 2015). The bibliometric method is a method of measuring the literature by using a statistical approach that includes the application of quantitative analysis (Thomson Reuters , 2008). It is defined as the use of statistical methods to analyze the bibliometric publications data such as peer-reviewed journal articles, books, conference proceedings, periodicals, reviews, reports, and related documents (Kulakli, 2021). It has been widely used to present the relations of research domains with quantitative methods. Research using bibliometric methods can reveal the fact that there are very few research results that are not cited after several years, given that citations reflect the impact of research that has been done, the results show that these journals have worked well in selecting research results that meaningful, therefore it is expected that researchers consider this characteristic into their research (López-Robles, J.-R., Otegi-Olaso, & Gamboa-Rosales, 2019). Research using bibliometric methods, its scope can analyze parts or topics of bibliography (metadata), such as analyzing citations (IF), publishing trends, author collaboration, agency collaboration, trend in title selections, , trend in author keywords, , trends in the field of study, journals and publishers (Bellis, 2009). It is also considered as a numerical analysis of the publications produced by individuals or institutions in a certain period and in a certain region and the relations between these publications (Şengüllendi, 2020). Pritchard (1969) used the word "bibliometrics" to describe the application of mathematical and statistical methodologies to books and other forms of communication medium. In the same year, Nalimov and Mulchenko (1969) also introduced the term 'scientometrics' which defined science as a quantitative application related to the analysis of science as an information process. There is a difference in the focus of bibliometrics with science, i.e. bibliometrics are designed to address more general information processes such as books, articles and other materials, while science examines knowledge limited to the measurement of science communication while. According to The British Standard Institution, bibliometric methods are defined as the determination of mathematical and statistical methods through the use of documents and patterns of a publication (Basuki, 2002). Gingras proposed that a well-constructed bibliometric indicator should incorporate the elements of adequacy, sensitivity, and homogeneity (Norris, 2019).

Previous Studies
Even though there is abundance of bibliometric studies in the area, the author did not find any research that strikes the topic right on the spot. All of the previous bibliometrics research are focusing on the area of business model or innovations in business modelling. Some researchers suggested that the study itself need further work on the innovation aspect of the field (Yahaya, Senin, Yusuf, Khatib, & Sabo, 2020 (2019) suggested that there is homogeneity in the research area on strategic management and innovation.

Data Source and Search Strategy
A Bibliometrics analysis using R-Studio software was performed using the Scopus database as of July 2021.Bibliometrics analysis was used because it can be further extended to provide support in recognizing trends (Ball & Tunger, 2006). This research uses R because it is a language for statistical computing that follows a classical bibliometric workflow (Aria & Cuccurullo,0217). The researchers used the search term 'Business Model Canvas' contained only in the title of the article. The term was used to search for relevant articles published related to research on Business Model Canvas. The researcher focused on the title of the articles because it is the first element that will attract the readers to the article (Annesley, 2010). The publishing year was on a period of 10 year between 2012 to 2021 due to the research's intention to observe the overall literature pattern for the theme.

Information Extraction
Our research methodology strategy is illustrated in Figure 2. All the documents were subjected to the Bibliometrics analysis. The researchers used (i) R-Studio software to calculate the citation metrics; (ii) Microsoft Excel 2013 to calculate the frequencies and percentage of the published materials and to generate relevant charts, tables and graphs; and (iii) VOSviewer (version 1.6.16) to generate and visualize the bibliometrics networks.

Authorship and Productivity
The most productive autor is Borbinha J. with 5 publications. This is followed by Da Silva MM and Bhmann T at 3 publications for the period of study. The remaining top 7 authors are Antunes G, Bakhshandeh M, Bunyamin A, Caetano A, Dudin MN, Fielt E, and Fritscher B with 2 publications each as illustrated in Figure 4. In terms of total citation during the observed period, Bhmann T recorded the hight total citation at 60 citations followed by Dudin MN and Borbinha J at 41 and 36 citations each.
Authors with minimum number of publications of 2 documents and a minimum total citation of 4 were visualized using VOSviewer software and are presented in Figure 5. The network visualization map includes 7 circles, each representing one author. These 7 authors are divided into two main clusters. Closed circles showed active authors of close research alliances.   Table 4 list the top 10 most used keywords in their documents. Business model (133) ranks first followed by model canvas (122), business models (10), and business development (6). Keywords such as male, female, qualitative research, and uncertainty appears 6 time each, while keywords such as adult and decision making appears twice each.

DISCUSSION
To date, there are few bibliometric studies on Business Model and Innovation research. None of them touch directly on the issue of the study which is on Business Model Canvas even though it is a part of business model and innovation. Even though this area of research has been widely explored, the number of articles in SCOPUS publication since 2012 up until July 2021 is merely 116. The publication trend is on the rise since 2020 and expected to grow further if taking COVID-19 pandemic as one of the pertinent issues that need to be further explored. This presented potential researchers with a wide opportunity to publish on recent issue regarding Business Model Canvas during the pandemic and post-pandemic period in SCOPUS publications. Issues pertinent to triple layered business model, IR 4.0 and the post pandemic business model and strategy can be seen as interesting areas to venture in terms of publication opportunities.
There are few limitations to this study. First, the data presented are limited to Scopus publications database. The richness of data can be derived if this study includes other databases such as WoS, PubMed and Google Scholar. A comparative study on bibliometric analysis can be done using each database. Second, the data being study were up until July 2021 and new research are being published every day. Third, the citation count only shows the frequency of occurrences and it does not reflect the quality of the publication.