Business model (BM) diagram in integrated reports, a graphic or an infographic? A study in the Indian context

Abstract

Purpose This paper aims to study the efficacy of the business model (BM) diagram in the companies’ integrated reports. Diagrams and graphics are an effective way of communicating the complex processes of a business. However, these diagrams should have complete and appropriate content in a gist for easy understanding. Design/methodology/approach A study of BM diagrams published in the integrated reports of 65 Indian listed companies was carried out. The contents of these diagrams were compared to the requirement of BM as per the international <IR> framework. Findings While companies presented the BM diagram, there seemed to be a lack of clarity in the definitions of input, output and outcome capitals. Measurable metrics that give a clear understanding regarding the use and generation of resources were missing. The diagram was presented with some information because it had to be, but the purpose of the BM, which is the core of <IR>, was not conveyed. Also, the diagram did not display value creation or erosion effectively. Originality/value To the best of the author’s knowledge, this is one of the first studies on the BM diagram in the <IR> space. It emphasises that the diagram can capture the value-creation aspect of the <IR>. Thus, the BM diagram can be used as an effective and concise communication tool for the users of this report.