Change search
ReferencesLink to record
Permanent link

Direct link
Innovating Customer Value: A study in creating uncontested market space
Stockholm University, Faculty of Social Sciences, School of Business.
Stockholm University, Faculty of Social Sciences, School of Business.
2005 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

A number of new companies are rapidly becoming successful in established markets, or are creating new markets for themselves where there is little or no competition. Their services and products seem to knockout their competition by offering significantly higher value compared to older products. The main purpose of this thesis is to choose a few fast-growing consumer focused companies, and study their business models’ comparative customer value, value creation and viral marketing components in relation to existing theory in the field. The thesis is a qualitative investigation, based on case studies, using an abductive approach. Important theories include Richard Normann’s ecogenesis, prime movers, and the concept of bundling/rebundling; W Chan Kim & R Mauborgne’s ”Blue Ocean Strategy”; J. P Womack & Jones D. T‘s “Lean Consumption”, and Malcolm Gladwell’s “Tipping point”. The four case studies are based on eBay, Google, Ryanair and Skype, all sharing similarities in terms of market-creation (or being a prime mover in an existing market), extraordinary success and market penetration. The most important conclusion is that all four companies have created their own markets, an ecogenesis, instead of fighting head-on with competitors. Furthermore, they all bear resemblance with the emerging theories of “Lean Consumption”, giving the customer what they want, where they want it and when they want it. In order to exploit new opportunities, one must find a business model that creates maximum “customer value” at an attractive price level (“value innovation”). The strength of the customer value in the service or product offering will decide whether a “tipping point” is reached and thereby how fast the marketing message spreads and to how many. The companies that continually think “outside the box” will be the winners in the race to attract customers and find or create new market space.

Place, publisher, year, edition, pages
National Category
Business Administration
URN: urn:nbn:se:su:diva-6130OAI: diva2:196069
Available from: 2007-01-05 Created: 2007-01-05Bibliographically approved

Open Access in DiVA

fulltext(870 kB)1480 downloads
File information
File name FULLTEXT01.pdfFile size 870 kBChecksum MD5
Type fulltextMimetype application/pdf

By organisation
School of Business
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 1480 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 2445 hits
ReferencesLink to record
Permanent link

Direct link