University of Twente Student Theses


The rise of TomTom

Tiemersma, E.M. (2014) The rise of TomTom.

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Abstract:This paper deals with the operationalization of the balance between the concept exploration and exploitation with use of the mechanism punctuated equilibrium. The operationalization has been applied on TomTom, which had an extremely rise in sales and revenues between 2004 and 2007. In the literature it is assumed that a balance between exploration and exploitation gives a significant growth, however there is no literature about determining the balance in figures. There are two goals in this paper. Firstly, operationalizing the mechanism punctuated equilibrium and secondly to determine if the innovation strategy of TomTom contributes to the significant growth in the years 2004 till 2007, given a balance between exploration and exploitation. The innovations from TomTom during the years 2004 till 2009 and the R&D expenses from the years 2004 till 2013 have been gathered and used to analyze three variables; the length of temporal cycling, the length of an exploitation and exploration period and the timeframe for starting with development of a product till the launch of the product. The results show that no clear pattern can be found in the variables in general and the conclusion is that a balance between exploration and exploitation has not been determined in the data of TomTom.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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