“…A representation often used by practitioners is the "business model canvas" described by Osterwalder and Pigneur [100] having four primary elements: a value proposition, customer interface aspects (customer segment, relationships and channels), infrastructure management aspects (key activity, key resources, key partner), and financial aspects (revenue stream, cost structure). In the model shown in Figure 4, there is a slightly different representation of a business model that draws attention to front office and back office aspects commonly considered in framing service operations [101,102], and refers to a target beneficiary rather than a customer. For example, in the health system case (Section 4.5), the direct customer was an enterprise (government or health service), but the target beneficiary was the patient.…”