Thesis (Ph. D.)--University of Missouri-Columbia, 1997. / Typescript. Vita. Includes bibliographical references (leaves 137-148). Also available on the Internet.

Thesis (Ph. D.)--University of Missouri-Columbia, 1997. / Typescript. Vita. Includes bibliographical references (leaves 137-148). Also available on the Internet.

This thesis will describe SaaS (Software as a Service) business in a global environment. The prior focus will be to give suggestions of models and good examples of how to scale local business into global markets. The necessary theoretical framework on software product and scalability issues is given. Qualitative research is carried out to find out how the suggested models are adopted among selected ad serving companies. The results from three different companies were analyzed to find similarities and the extension of strategy described in theory.The main aim is to illustrate how scalability fits into each company’s business model rather thangain results for the whole industry.   Software industry is changing towards the SaaS business model. This paper describes the significant advantages over the traditional software distribution. SaaS can be easily accessible over the internet and provide more scalability for software vendors. Apart from cost efficiency SaaS gives flexibility in maintaining and updating the product. Most importantly it enables vendors to tap into the global customer base, as there is less dependency on local distribution.   Scalability has become a major factor for the success of software vendors. The stability of brand solutions is challenged by fast growing startup companies. Main theoretical framework of scalability criteria lies on the Stampfl, Prügl and Osterloh (2013) model. It suggests most important components of designing and implementing scalable businesses. General insight of market expansion strategies are based on Gupta and Govindarajan (2000) framework and adopted to software industry.   Qualitative research methods were chosen for this study. Interviews were carried out with three vendors representing advertising technology companies. They qualified the important scalability issues and studied the strategies of expansion. Qualitative study allowed focusing on essential information that lies among the responsibilities of company managers.   Research result shows the similar path of scaling among the three interviewed companies. Importance of experience among startup owners and the need of a first engaging customer are highlighted as crucial. Findings suggest vendors to invest in well-developed system fundamentals that do not limit the scalability on later stages. Results prove that majority of development is coming from existing client requests. They are treated with highest priority due to the nature of business to business relations. Nevertheless, categorization of clients is needed, to decide if developments should be entered in product roadmap. The strategy of “launch vehicle” was confirmed by one of the vendor which has several products on its portfolio. Global expansion is described in the theory and was discussed on interviews. SaaS companies express great strive towards scaling their business internationally. Presence on global software markets like US is treated as the only chance for winning competitors in a long run. They never stop looking for growth and exploring new possibilities that would help them getting there.

This thesis will describe SaaS (Software as a Service) business in a global environment. The prior focus will be to give suggestions of models and good examples of how to scale local business into global markets. The necessary theoretical framework on software product and scalability issues is given. Qualitative research is carried out to find out how the suggested models are adopted among selected ad serving companies. The results from three different companies were analyzed to find similarities and the extension of strategy described in theory.The main aim is to illustrate how scalability fits into each company’s business model rather than gain results for the whole industry.   Software industry is changing towards the SaaS business model. This paper describes the significant advantages over the traditional software distribution. SaaS can be easily accessible over the internet and provide more scalability for software vendors. Apart from cost efficiency SaaS gives flexibility in maintaining and updating the product. Most importantly it enables vendors to tap into the global customer base, as there is less dependency on local distribution.   Scalability has become a major factor for the success of software vendors. The stability of brand solutions is challenged by fast growing startup companies. Main theoretical framework of scalability criteria lies on the Stampfl, Prügl and Osterloh (2013) model. It suggests most important components of designing and implementing scalable  businesses. General insight of market expansion strategies are based on Gupta and Govindarajan (2000) framework and adopted to software industry.   Qualitative research methods were chosen for this study. Interviews were carried out with three vendors representing advertising technology companies. They qualified the important scalability issues and studied the strategies of expansion. Qualitative study allowed focusing on essential information that lies among the responsibilities of company managers.   Research result shows the similar path of scaling among the three interviewed companies. Importance of experience among startup owners and the need of a first engaging customer are highlighted as crucial. Findings suggest vendors to invest in well-developed system fundamentals that do not limit the scalability on later stages. Results prove that majority of development is coming from existing client requests. They are treated with highest priority due to the nature of business to business relations. Nevertheless, categorization of clients is needed to decide if developments should be entered in product roadmap. The strategy of “launch vehicle” was confirmed by one of the vendor which has several products on its portfolio.   Global expansion is described in the theory and was discussed on interviews. SaaS companies express great strive towards scaling their business internationally. Presence on global software markets like US is treated as the only chance for winning competitors in a long run. They never stop looking for growth and exploring new possibilities that would help them getting there.

Submitted by Fernando Munhoz Prudencio (fernandomunhoz10@gmail.com) on 2018-05-04T19:22:37Z No. of bitstreams: 1 UNIVERSIDADE ESTADUAL PAULISTA.FERNANDO.FINAL.pdf: 3073201 bytes, checksum: e7a0643818b85a9abb9bd616a63296c9 (MD5) / Rejected by Lucilene Cordeiro da Silva Messias null (lubiblio@bauru.unesp.br), reason: Solicitamos que realize uma nova submissão seguindo as orientações abaixo: 1 - Inserir no arquivo em pdf a ficha catalográfica, pois é um ítem obrigatório. 2 - Inserir no arquivo em pdf a ata de defesa, pois é um ítem obrigatório. Agradecemos a compreensão on 2018-05-07T17:27:05Z (GMT) / Submitted by Fernando Munhoz Prudencio (fernandomunhoz10@gmail.com) on 2018-05-08T00:46:23Z No. of bitstreams: 1 UNIVERSIDADE ESTADUAL PAULISTA.FERNANDO.FINAL.pdf: 3906662 bytes, checksum: 9d8484351649ede317bf4543020dec0c (MD5) / Approved for entry into archive by Lucilene Cordeiro da Silva Messias null (lubiblio@bauru.unesp.br) on 2018-05-08T14:10:10Z (GMT) No. of bitstreams: 1 prudencio_fm_me_bauru.pdf: 3874260 bytes, checksum: 707ca546fc0471c8988eb7341cab0640 (MD5) / Made available in DSpace on 2018-05-08T14:10:10Z (GMT). No. of bitstreams: 1 prudencio_fm_me_bauru.pdf: 3874260 bytes, checksum: 707ca546fc0471c8988eb7341cab0640 (MD5) Previous issue date: 2018-03-09 / Nas últimas décadas, tecnologias de informação e comunicação relacionadas às mídias digitais geraram impactos nos produtos e processos da comunicação social, em todos os aspectos da comunicação, transformando o modelo de negócio das agências de publicidade e propaganda. Essas mudanças envolvem, por exemplo, a remuneração das agências pela criação de peças publicitárias, pela intermediação de contratos para difusão de campanhas em veículos de mídia e pela formulação de estratégias de mercado, entre outras modalidades de geração de receitas e modos de mensuração dos resultados desses investimentos. Este estudo partiu de uma observação sobre a evolução do modelo de negócio das agências no mercado publicitário ao longo do século 20 e contextualizou alterações verificadas recentemente nesse cenário a partir do advento dos meios digitais. Para isso, foi realizada uma pesquisa empírica, com a aplicação de um questionário, respondido por 62 representantes de agências no estado de São Paulo, com o objetivo de situar e mapear tendências em relação a suas práticas de negócio e avaliar como e até que ponto novos produtos e processos de mídia digital têm sido incorporados a suas ofertas e demandas comunicacionais. As informações obtidas apontaram resultados expressivos sobre quais serviços digitais estão sendo mais utilizados ou até mesmo terceirizados nas agências, quais são as principais mídias utilizadas, o perfil das agências mais pessimistas ou otimistas frente ao cenário digital, as deficiências operacionais e de modelagem de negócio e possíveis soluções de mercado afim de que o negócio continue tendo valor para o mercado. / In the last decades, information and communication technologies related to digital media have generated impacts on the products and processes of communication in all forms of communication, transforming the business model of advertising agency. These evaluations involve, for example, the management of actions by the creation of advertising, the intermediation of contracts for the diffusion of campaigns in media and the formulation of market strategies, among other forms of revenue generation and measurement investments. This study started from a session on the evolution of the long-term media business model for the 20th century and contextualized the perspectives in the modern setting from the advent of digital media. For that, an empirical research was carried out with the application of a questionnaire answered by 62 representatives of companies in the state of São Paulo, with the aim of situating a mapping of trends in their business practices and evaluating how and to what extent the products and Digital media processes have been incorporated into their communications offerings and demands. The information obtained showed significant results on which digital services are being used or even outsourced in the agencies, which are the main media used, the profile of the most pessimistic or optimistic agencies facing the digital, operational and business modeling deficiencies and possible market solutions in order for the business to continue to have value for the market.