University of Twente Student Theses
Business model transformation of start-ups towards a B2B/B2C hybrid. Developing a value proposition for low-interest goods for the B2B market.
Orriens, M.J. (2022) Business model transformation of start-ups towards a B2B/B2C hybrid. Developing a value proposition for low-interest goods for the B2B market.
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| Abstract: | Business model innovation has become a popular approach for businesses to react to changes in the market. While researchers have shown more and more interest into this domain, it is still emerging. B2B/B2C hybrid business models can enhance the growth of start-ups in consumer goods. This is especially the case in e-commerce, as the B2B e-commerce market is expected to grow faster than its B2C counterpart. This research concerns the integration of a B2B customer segment into the business model of an e-commerce start-up via the business model transformation towards a B2B/B2C hybrid. The problem-solving-cycle, which follows the design science research paradigm, was chosen as research methodology for various reasons. Firstly, it addresses the rigor-relevance gap, which comprises the issue of a lack of actionable insights in scientific literature. Secondly, it is possible to design concrete solutions for a business problem. Thirdly, the unique combination of empirical research and theoretical grounding proved to be beneficial in a relatively young research domain where there are no overarching theories yet. The research started by defining the business problem and exploring current industry developments (external exploration). The business problem was then analysed through customer interviews, expert interviews, and theoretical grounding. It was found that the product category which the start-up sells evokes low interest and involvement among business customers and was therefore labelled “low-interest goods”. To find a solution to the business problem, it had to be found how the start-up can build a value proposition for this product category. Two options for doing this were weighed according to case-specific criteria and a solution concept was designed for the start-up. This research adds to existing literature on business model innovation, especially in providing actionable insights for entrepreneurs and managers. By doing this, it is making an attempt to close the rigor-relevance gap. |
| Item Type: | Essay (Master) |
| Clients: | E-Frisch GmbH |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/90529 |
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