A Disruptive Innovation Approach to Design a Business Model for a Startup DigitalHealthcare Platform.
Abstract: Date: 27/05/2021 Level: Bachelor thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Hekmat Bsirini, Moe Gamil Hashem, and Hasitha Gayathri Jayasinghe (93/04/22) ( 90\08\23 ) ( 86/11/04 ) Title: A Disruptive Innovation Approach to Design a Business Model for a Startup DigitalHealthcare Platform. Tutor: Leanne Johnstone Keywords: disruptive innovation - healthcare - business model - digitalization - business modelinnovation. Research question: How should a disruptive innovation be successfully integrated into the business model of a digital healthcare platform startup, in terms of its value proposition? Purpose: Understanding the importance of innovative business models for new entrants to the healthcare sector, in terms of the marketing-related elements (namely, customer relationships, segments, and channels) which affect the whole process as the means to implement strategic aims. Method: This study used an action research approach. Data was generated by three integrative methods; a discussion with five board members of the case company, a secondary data review, and a questionnaire survey with potential customers. Conclusion: The model developed in this study identifies the implications of the disruptive innovation approach for a startup digital healthcare platform. It points out, identifying a customer segment that has been away from digital healthcare platforms due to certain inefficiencies in current platforms and designing the business model elements to cater to their needs eventually leads to the domination of the startup in the market.
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