CROSSING THE CHASM OF ENTREPRENEURSHIP - A Nordic Software Company case-study
Author
Nielsen, Frederik Guldbæk
Term
4. term
Publication year
2018
Submitted on
2018-06-07
Pages
77
Abstract
Dette speciale undersøger iværksætteri med fokus på, hvordan en nystartet virksomhed kan øge sin markedsandel og bevæge sig fra tidlige brugere til det brede marked. Det centrale teoretiske udgangspunkt er “Crossing the Chasm” – en ramme, der forklarer, hvordan innovation går fra tidlige brugere til mainstream-kunder – suppleret af innovations- og forretningsrammer. Studiet kombinerer et litteraturreview med et casestudie af en nyligt etableret virksomhed. Empirien omfatter et interview med virksomhedens COO og en målrettet spørgeskemaundersøgelse, som bruges til at teste analysens relevans og understrege vigtigheden af klare strategiske valg for markedsvækst. Specialet præsenterer tre centrale fund knyttet til en foreslået forretningsmodel og giver et overblik over digitale strategier og teoretiske opstartsstrategier, der er relevante for casen. Afslutningsvis diskuteres metode og tilgang, og specialet sammenfatter svarene på de opstillede forskningsspørgsmål.
This thesis examines entrepreneurship with a focus on how a new venture can grow its market share and move from early adopters to the mainstream. The primary theoretical lens is “Crossing the Chasm” – a framework that explains how innovations transition from early users to mass‑market customers – complemented by innovation and business strategy frameworks. The study combines a literature review with a case study of a newly founded company. Empirical data include an interview with the company’s COO and a targeted survey, which are used to test the relevance of the analysis and highlight the importance of clear strategic choices for market growth. The thesis presents three key findings related to a proposed business model and provides an overview of digital strategies and theoretical start-up strategies relevant to the case. It concludes with a discussion of the methods and approaches used and a synthesis of answers to the stated research questions.
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