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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.
The article explores SME (Small and Medium Sized Enterprises) brand strategies as a means to position and successfully engage in competitive markets. A derived typology of brand strategy types deals with social profiling and sheds light on brand strategy internalization of two current managerial paradigms—sustainability and co-creation. N = 895 German SME wineries were examined, leaning on a netnographic analysis of predominantly websites and social media interactions. A two-step clustering method thereby identified eight winery SME brand strategy types. The importance of sustainability across the identified eight brand strategy types is significant. Co-creation turned out to be a key profiling trait characterizing one brand strategy type. The typology illustrates strategic richness, with brand strategies leaning predominantly on traditional values, on sustainability, on external reputation, or on more innovative customer centric concepts such as co-creation. Hereby, the typology and the identified brand levers invite to strategically design brand management, governance, and sustainability. Wineries which focus on traditional positioning and legitimacy were found to be cautious in deploying co-creation through social media. Winery brands that are characterized by engagement in digital co-creation apparently either tend to expand their scope or partially combine it with traditional values, making them the most diverse type identified. Sustainability obviously needs to be addressed by all brand strategies. Despite industry and country focus, the analyses illustrate the relevance of socially-oriented profiling and highlights that sustainability has reached a status of a fundamental business approach still allowing to differentiate thereon. Furthermore, the business models of the SMEs need to deliver communicated values.
This study sought to apply the Structure Conduct Performance paradigm to Africa´s air transport landscape in general. To do that, it examines the past, present, and future expectations of four of Sub-Saharan Africa’s biggest aviation economies, namely South Africa, Kenya, Ethiopia, and Nigeria. Secondary data containing historical passenger traffic was analysed, and predictions for growth in the next ten years were proposed. The findings suggest that the experience of the existing liberalization initiatives, such as the Yamoussoukro Declaration (YD), has produced less than expected benefits. However, the future of aviation in Africa is somewhat positive, with a growth trajectory expected to follow a linear and gradual path supported by various initiatives, including the Single African Air Transport Market (SAATM) and the African Continental Free Trade Area (AFCTA). The study’s contribution is to illuminate the current discourse on the aviation sector in Africa through the Structure-Conduct-Performance theory paradigm and suggests a conceptual model that could be applied to future studies relating to aviation in Africa.
An exploratory study: Analysis of Serbian tourism market and identification of major market segments
(2016)
Statistische Fragestellungen finden sich in den verschiedensten alltäglichen Lebensbereichen. Ohne Grundlagen der Deskriptiven Statistik ist das Verständnis technischer, sozialer oder naturwissenschaftlicher Zusammenhänge kaum denkbar. Dieses Buch verbindet hohe analytische Tiefe statistischer Fragestellungen mit großer Anschaulichkeit.