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The Lean Start-up Approach versus Scrum A case study of German startup StudentCouch

Jawanda, Prabjot (2015) The Lean Start-up Approach versus Scrum A case study of German startup StudentCouch.

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Abstract:The traditional approach to new product development (NPD) had been to make a set of assumptions about what the customer would perceive to be valuable and develop a product from start to finish based on these assumptions. With this approach however, the risk of not meeting customers requirements is quite high because new products are made on speculations. Thus, it has been recognised that customer feedback is crucial in NPD for minimising this risk. However, even though customer feedback is available, startup firms differ on strategic decision-making processes in the management of innovation. Therefore this research extends this debate by incorporating the decision-making process as a relevant factor for successful NPD. A broad categorisation of decision-making processes by types is made by relating them to Mintzberg’s (1985) well-known deliberate and emergent strategic processes. Using the result of a case study at StudentCouch GbR, this paper outlines the benefits associated with incorporating the decision making process from a more practical perspective. Furthermore, besides providing a large amount of theoretical concepts with practical confirmation, this research also presents several new and unexpected findings. The findings of this research indicate that leadership, trust, and open communication are, among other factors, confirmed as essential factors for the success in NPD. Furthermore this study highlights that company culture and personal traits may also be important factors that must be considered as well.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:88 social and public administration
Programme:International Business Administration BSc (50952)
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