University of Twente Student Theses


Business models for treating diabetes type 1 in developing markets

Jonathans, M.P. (2019) Business models for treating diabetes type 1 in developing markets.

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Abstract:The number of people diagnosed with diabetes increases every year. This growing market means that the market for treating diabetes will only become more attractive for both large and small businesses to dive into. The focus of this paper is to shed a light on the differences in the business models of companies operating in the market for treating diabetes type 1 in developed countries, compared to developing countries. Currently, many multinationals import their existing business models used in the western markets into these emerging markets, resulting in the difficulties these companies have had entering emerging markets. In this paper, a cross-case analysis is done between the business models of Novo Nordisk operating in a developing market (Brazil), compared to a developed market (Germany). To analyse the business model used by the firm, the framework for value creation developed by Bohnsack et al. (2013) is used. The PESTLE analysis is used for both Brazil and Germany. A cross-case analysis finds that different factors of the country influence the operations of the firm. An important factor for this difference is the economic state of the market. High unemployment and general poverty require the company to adopt a different strategy in offering its treatments. For example when the economic situation in a country improves, the focus of customers shift from purely cost, to higher service and convenience. Operating in developing countries thus does require a business model that can deal with some issues like political instability, corruption and a less developed infrastructure. There is however, a lot of potential in these markets and with the rising welfare of the population, and with the increasing focus on health, there will be increasing opportunity for companies like Novo Nordisk.
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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