This study develops further one of the most popular business model frameworks, the business model canvas, into a Service Logic Business Model Canvas to better take into account service logic principles. Here, the term “service logic” covers the basic principles of the contemporary business logics: service-dominant logic (SDL), service logic, and customer-dominant logic (CDL). The knowledge gap that the present study aims to fulfil is twofold. Firstly, the literature on service logic includes little knowledge on how to apply this thinking on the practical business level. Secondly, the business model literature offers very little knowledge on how to make business models to follow the service logic. By using the interactive research and constructive approach, this study develops a tool for designing service that takes into account multiple stakeholder perspectives. This tool, the Service Logic Business Model Canvas, includes both the provider’s viewpoint (value capture) and the customer’s viewpoint (value creation). Based on an empirical study, this tool seems to be relevant and simple to use, and when integrated into a service design process, it may help companies to implement the service logic.
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