University of Twente Student Theses
An evaluation of Lean start-up method approached from the service dominant logic
Wilms, G.T. (2023) An evaluation of Lean start-up method approached from the service dominant logic.
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| Abstract: | The study examines a traditional start-up method, namely the Lean Start-Up Method. Furthermore, there is a marketing paradigm in which the dominant logic in marketing has shifted from a Goods Dominant Logic to a Service Dominant Logic. The traditional Lean Start-Up Method has always been viewed from the Goods Dominant Logic. Since there is a new dominant logic in marketing, the Lean Start-Up Method has never been looked at from the Service Dominant Logic. Using a real-time case involving a tangible commodities innovation, the traditional Lean Start-Up Method is revised. In this way, it can be seen whether this refinement can fit with the Service Dominant Logic (while taking into account the Goods Dominant Logic). This "refined" model is then verified with experts in packaging and entrepreneurship to examine whether this model can be suitable for entrepreneurs. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 83 economics, 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/94828 |
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