Business Model Canvas Acceptance among French Entrepreneurship Students: Principles for Enhancing Innovation Artefacts in Business Education

Par Marcos Lima, Patricia Baudier

Alexander Osterwalder’s Business Model Canvas (BMC) has become one of the most used and cited frameworks among entrepreneurs and innovators. What elements drive the adoption and use of this tool? Despite the popularity of business model artefacts in general and the BMC in particular, there is little academic literature about the attributes that lead to their acceptance among innovation and entrepreneurship students worldwide. This article aims to contribute to filling this gap by applying the Unified Theory of Acceptance and Use of Technology model among BMC users. We argue that a better understanding of the factors associated with the adoption of business model artefacts is crucial to improving the way these tools contribute to the way we learn about business model innovation. We found that Performance Expectancy, Effort Expectancy and Hedonic Motivation all play an important role in explaining BMC adoption among students.
JEL Codes: D83, L26, O33


  • business model
  • Business Model Canvas
  • business model artefact
  • technology acceptance
  • entrepreneurship and innovation
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