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The aim of design science research (DSR) in information systems is the user-centred creation of IT-artifacts with regard to specific social environments. For culture research in the field, which is necessary for a proper localization of IT-artifacts, models and research approaches from social sciences usually are adopted. Descriptive dimension-based culture models most commonly are applied for this purpose, which assume culture being a national phenomenon and tend to reduce it to basic values. Such models are useful for investigations in behavioural culture research because it aims to isolate, describe and explain culture-specific attitudes and characteristics within a selected society. In contrast, with the necessity to deduce concrete decisions for artifact-design, research results from DSR need to go beyond this aim. As hypothesis, this contribution generally questions the applicability of such generic culture dimensions’ models for DSR and focuses on their theoretical foundation, which goes back to Hofstede’s conceptual Onion Model of Culture. The herein applied literature-based analysis confirms the hypothesis. Consequently, an alternative conceptual culture model is being introduced and discussed as theoretical foundation for culture research in DSR.
One of the biggest challenges faced by many tech start-ups from developed markets is to have validated market-fit products/services and to see their solutions implemented. In several sectors, stringent regulations, and the law of handicap of head start at home can be hurdles that limit the development and even the survival potential of theses start-ups. Tech start-ups seeking implementation, learning, and legitimacy may have a solution in expanding into emerging markets. Emerging markets offer both business opportunities in sectors in need of new technologies as they are “fertile grounds” for developing and testing internationalisation business models. We present here a process designed to help tech start-ups to identify, access, shape and seize these opportunities and to overcome their own specificities and emerging markets specificities. The three phases of the proposed process cover entry node concept, partnership, and business, operating and revenue joint models’ development. DesignScience Research Paradigm is used for the design and evaluation of the process. To show the relevance of this process, a case study on the expansion in Morocco of a Dutch start-up active in e-health is used. The study shows the importance of the process for the embeddedness in a local relevant value network with a relevant adopter’s system, a key enabler to achieve time and cost-effective expansion in that specific business and institutional contexts. A pilot to assess the proposed models and evidence of benefits is under development. To boost their chances of growth tech start-ups from developed markets should consider expansion into emerging markets in their strategy. It would be beneficial that policy makers adopt a strategy by which to assist tech start-ups in accessing value networks in emerging markets. It is also important for policy makers from emerging markets to consider developing schemes to attract tech start-ups from developed markets.