「家」是人類生活的重心，居家影像監控設備的需求來自於家庭用戶想要掌握居家環境安全現況。相對於商業影像監控的應用，居家影像監控設備安裝的複雜度需要較低。因此居家影像監控市場以簡易安裝、遠端監控為主要的發展趨勢。 網路攝影機(IP Camera)具有數位化及網路化的特色，掌握寬頻網路的電信業者積極為影像監控市場創造新興的居家應用情境。許多傳統影像監控產品製造商為因應居家影像監控的潮流，也紛紛推出產品因應。然而電信業者及傳統影像監控業者在居家影像監控的市場都沒有得到很大的成功。個案公司創立於2009年，在2012年所推出的第一代產品，一開始只在網路上銷售，卻在2012、2013席捲美國市場，成為美國居家影像監控產品的第一品牌。 本研究探討之研究問題包括: (一)數位化及網際網路的普及對影像監控產品設計之影響、(二)行動裝置的普及對影像監控產品設計之影響、(三)個案公司提升消費者認知價值之產品創新策略。 本研究採用個案研究方法，首先列出客戶所重視的產品要素，以產品關鍵要素為橫軸客戶對個案產品的認知價值為縱軸描繪出曲線圖，比較個案公司產品與競爭對手的產品價值曲線，可解讀出其策略上的差異點。最後運用藍海策略思維，重塑和創新價值曲線以產生新的策略意義。 本研究發現，數位科技進步及網際網路的普及降低了使用影像監控產品的門檻，因而使居家影像監控產品得以被大量採用。而移動裝置的普及改變了消費者使用影像監控產品的方式，使用者的體驗主要來自於手機App的操作經驗，與過去在個人電腦上的使用經驗完全不同。個案公司以解決使用者痛點作為提升消費者認知價值之產品創新策略，值得居家影像監控業者未來產品規劃參考。 / Home is the center of human life, home video surveillance equipment demand from home users want to master the security status of the home environment. With respect to the commercial video surveillance applications, home video surveillance equipment requires low complexity of the installation. Therefore, the main trend of home video surveillance is easy installation and remote monitoring. IP Camera has digitized and network-oriented features, Internet carriers create new application scenarios for home video surveillance market. Many traditional video surveillance equipment manufacturers to cope with the trend of home video surveillance have also introduced products in response. However, carriers and traditional video surveillance industry in the home video surveillance markets have not been very successful. Founded in 2009, Dropcam Inc. launched the first generation of products in 2012, selling only on the Internet at the beginning, became the top brand of home video surveillance products in United States in 2013. This study try to answer three questions: (1) The popularity of digital technology and the Internet's impact on the design of video surveillance products, (2) The impact of the popularity of mobile devices on the design of video surveillance products, (3) Dropcam’s product innovation strategy to enhance consumer perceived value of the product. This study used a case study approach. Comparing the product value curve of Dropcam's products and its competitor’s product can interpret difference of strategy. Finally, the use of blue ocean strategy thinking, remodeling and innovation to create a new value curve strategic importance. The study found that the popularity of digital technology and the Internet's progress reducing the threshold to use of video surveillance products, thus making home video surveillance products to be widely adopted. The popularity of mobile devices has changed the way consumers use video surveillance products. Dropcam to resolve user’s pain points to enhance consumer awareness of the value of a product. It is worth for coming home video surveillance maker’s reference.

Submitted by Andrea Faissol Mendes (andreafaissol@gmail.com) on 2018-07-23T19:52:33Z No. of bitstreams: 1 Dissertacao - Estrategia do Oceano Azul aplicada a ILPI - Andrea Faissol Mendes.pdf: 4087642 bytes, checksum: 710c85048d65560e8abe0a21c6458f38 (MD5) / Approved for entry into archive by Janete de Oliveira Feitosa (janete.feitosa@fgv.br) on 2018-07-24T13:37:55Z (GMT) No. of bitstreams: 1 Dissertacao - Estrategia do Oceano Azul aplicada a ILPI - Andrea Faissol Mendes.pdf: 4087642 bytes, checksum: 710c85048d65560e8abe0a21c6458f38 (MD5) / Made available in DSpace on 2018-07-24T18:48:09Z (GMT). No. of bitstreams: 1 Dissertacao - Estrategia do Oceano Azul aplicada a ILPI - Andrea Faissol Mendes.pdf: 4087642 bytes, checksum: 710c85048d65560e8abe0a21c6458f38 (MD5) Previous issue date: 2018-04-17 / Objetivo – Este estudo pretende identificar os atributos de valor para a implementação de uma Instituição de Longa Permanência para Idosos (ILPI) voltada para a população idosa de alta renda na Cidade do Rio de Janeiro, tendo como base a Estratégia do Oceano Azul (EOA). Metodologia – A pesquisa dividiu-se em duas partes independentes. Na primeira, foram consultadas fontes secundárias de dados. Na segunda parte foi realizada a pesquisa exploratória, através do método qualitativo de coleta de dados por meio de entrevistas em profundidade e observação de campo a partir de uma seleção amostral não probabilística intencional. Resultados – Foram identificados os atributos de valor para o sucesso de um novo negócio através da EOA. Além disso, constatamos que a estratégia também pode ser utilizada para identificar oportunidades de novos mercados ex-ante sua implementação. Limitações – A principal limitação da pesquisa é estar baseada apenas na teoria do Oceano Azul. Ademais não é comum a utilização desta teoria ex-ante o desenvolvimento de um negócio. Pesquisas futuras podem avaliar esses resultados utilizando outras ferramentas e estratégias. Aplicabilidade do trabalho – A partir desses resultados, as organizações podem estudar mais uma ferramenta de análise para identificação de novas oportunidades de negócios ex-ante sua implementação. Contribuições para a sociedade – Análise do mercado de ILPIs para cliente de alta renda diante da carência de locais adequados para abrigá-los. Adicionalmente, o estudo propõe uma oportunidade de investimento que, assim como outras, está sendo gerada pelo acentuado processo de envelhecimento da população brasileira. Dessa forma, a iniciativa privada pode ajudar a preencher uma lacuna de política pública. / Purpose – This study intends to identify the main attributes for the implementation of a Long-Term Care (LTC) for the elderly aimed at the high income elderly population in the City of Rio de Janeiro based on the Blue Ocean Strategy (BOS). Methodology – The research was divided into two independent parts. In the first, secondary data sources were consulted. The second part was carried out through the qualitative method of data collection by in-depth interviews and observation research from an intentional non-probabilistic sampling selection through an exploratory research. Findings – The main attributes for success of a new business have been identified through the BOS. In addition, we find that the strategy can also be used to identify opportunities for new markets ex-ante their implementation. Research limitations – The main limitation of the research is that it is based only on the theory of the Blue Ocean. In addition, it is criticized the difficulty to use the BOS ex-ante the business development. Future research can evaluate these results using other tools and strategies. Practical implications – From these results, the organizations can study another analysis tool to identify new business opportunities ex-ante its implementation. Social implications – Analysis of the actual LTC lacking adequate residence. In addition, the study proposes an investment opportunity that, like others, will be provided by the needs of the growing of an elderly population. In this way, private initiative can help filling a public policy gap.

The subject of this thesis are two terms, start-ups and strategies blue oceans. The aim is therefore to realize characteristic development of the strategy and the concept of start-up and subsequent analysis of the key success factors of start-ups, in correspondence to the strategy. Output objective is to formulate recommendations on the business segment, investors. The above primary terms are initially defined and subsequently integrated in terms of the practical analysis selected start-ups, which is also based design of this work. The work was divided into two parts, theoretical and practical. The theoretical part identifies and traces the development of the strategic concept at the time, according to the primary authors of publications strategy. Then I present the designation start-up and subsequent key factors. Subsequent practical part is converted, through analysis and comparison, theoretical background in practice. This section presents the start-ups Crowdholding and Emuj and subsequently evaluated their key success factors. In another part I implements assessment of the factors of their success in terms of key aspects of the Blue Ocean strategy. Outputs are recommendations for potential investors in terms of controversy over business plans. The conclusion summarizes the theoretical and practical part of the thesis.

The content of this thesis is to analyze the product portfolio of the company ECS Invention spol. s r. o. and a proposal for its innovation. Recommendations related to the product portfolio are included as well. The thesis is divided into two parts. The theoreticalpart is focused on theoretical and methodological background of strategic marketing and innovations. The practical part deals with application of the theoretical knowledge into practice.

The thesis is a proposal of a business plan for the establishment of private nursery school in the Czech Budweis. Private nursery school shall be established as a limited liability company. The business plan is based on market needs, analysis of the market and the local market, which is characterized by excess demand for the services of pre-school education of their existing capacities. Feasibility and viability is based organizational, marketing and financial plan mainly. Own market space, where competition is eliminated from the game captures the Blue Ocean Strategy.

Three major external events (Brexit, Covid-19 and the present war in Ukraine) have in the last two years shaken the global market which has resulted in disturbances within the production- and transport chains, raised prices and bottleneck effects in the supply chain. The businesses and organizations have since before these crises had a raised interest for scenario planning in order to control future chaos and uncertainties. To beable to control both certainties and uncertainties, has shown to result in business becoming market leaders when crisis hits. Based on these principles the study intends to explain, through three semi structured interviews, how three Swedish exporting businesses and importers (Astrazeneca, SCA and Billerud Korsnäs) manage external events. Based on empirical data the study intends to answer its issue: How are major changesin the business environment handled by import- and export companiesoperating in the transport of forest goods and chemical goods? Subsequently, the empirical data collected from the respondents has been analyzed and set against existing, relevant theoretical points of the study. One conclusion the thesis states from the study is that proactive scenario planning based on external signals creates conditions for organizations' strategic renewal in the import and export market. The thesis also states that experience from previous external events contribute knowledge to organizations' scenario planning and management of future external events. The ability to handle external signals in order to control operations moreproactively can vary between companies, which this study does not handle. However, the study states that it would have been of interest for future research. / Inom de senaste två åren har tre större omvärldshändelser (Brexit, Covid-19 och nutida kriget i Ukraina) skakat om den globala marknaden, vilket har resulterat i störningar i produktions- och transportkedjorna, förhöjda priser och trång sektioner. Scenarioplanering har sedan innan dessa kriser fått ett ökat intresse hos företagen i förebyggande syfte att hantera kaos och osäkerheter. Konsten att hantera osäkerheter i både det förutsedda och oförutsedda, samt vara mottaglig för förändringar, kan resultera i att företagligger i framkant på marknaden när kriser uppstår. Utifrån dessa utgångspunkter ämnar denna studie förklara hur tre svenska export- och importföretag (AstraZeneca, SCA och Billerud Korsnäs) hanterar omvärldshändelser. Genom totalt tre semistrukturerade intervjuer av de tre respondenterna ämnar studien besvara frågeställningen: Hur hanterasstörre omvärldsförändringar av tre svenska import- och exportföretag inomtransport av skogsvaror och kemivaror? Sedermera har den insamlade empirin från respondenterna analyserat och ställts mot befintliga, relevanta teoretiska utgångspunkter. En slutsatsuppsatsen tar från studien är att en proaktiv scenarioplanering baserad på omvärldssignaler skapar förutsättningar för organisationers strategiska förnyelse inom import- och exportmarknaden. Men även att erfarenheter från tidigare omvärldshändelser bidrar med kunskap till organisationers scenarioplanering och hantering av framtida omvärldshändelser. Företagens förmåga att hantera omvärldssignaler i syfte att styra verksamheten mer proaktivt kan variera mellan företag, vilket denna studie inte hanterar. Däremot framför studien att det hade varit ett intressant utgångsläge inför framtida forskning.

The last couple of years the interest of consumers for environmental products has grown. This development has resulted in new and innovative product and markets. One of these markets is the Renewable energy system (RES) market for the home consumers. The RES can be divided into Solar panels and Urban Wind Turbines (UWT), in which Solar panels are the most adopted by the consumers, but why? The most applicable system is depending on the location and environment for which UWT might be more interesting in some situations. This resulted in the research question of; ‘Why are the Urban windmills not yet adopted within the private consumer market with respect to the financial issues and the Green social status?’. The research is done for the company, Kaffee Engineering, a young innovative company in the Netherlands. Kaffee Engineering is in possession of a design of a UWT but doesn’t know how to put it into the market. The research is there to use for Kaffee Engineering to develop a strategy to innovate its product. The research is an exploratory, quantitative, applied and deductive research. In this the literature is used to create and examine a survey which is hold under the possible market group. Theories such as the Blue Ocean Stategy, Green Consumerism, and Value proposition are used to create the survey and to analyse the data. The sample group is living in North and South-Holland since this is an area where the product could be well implemented and has to be a house owner or an almost house owner. This since the average wind in this area is high and the product can be seen as an investment for the house. The total sample size of the survey is set to 68 participants to get sufficient data. The Survey shows that a market opening for the UWT is to develop a low costs and easy maintained product in which the looks are not very important. As a recommendation more research can be done in the investment options and new revenue models to create an even better Blue Ocean.

This thesis examines and provides insight into the financial services industry and how the new payment services directive, PSD2, may come to change consumer behaviour and thereby the industry. The research is exploratory and relies on a quantitative consumer-facing survey as well as four semi-structured interviews with representatives from some of Sweden's largest banks and third party payment providers. The results show that it is likely that the increased competition will open up the market for new actors in the market acting as financial marketplaces thereby leading to minimising the tradeoff between simplicity and multiple providers. As such, in the future we will likely see less consumer loyalty and more focus on the individual products and services as opposed to who is providing them. / Detta examensarbete undersöker och ämnar att bidra med insikt i den svenska finanstjänstesektorn och hur det nya betaltjänstdirektivet, PSD2, kan komma att förändra konsumentbeteenden och därmed branschen. Arbetet är explorativt och utgår från en enkät riktad till konsumenter samt fyra stycken semi-strukturerade intervjuer med representanter från några av Sveriges största banker och tredjepartsaktörer. Resultaten visar att det är sannolikt att ökad konkurrens kommer att öppna upp marknaden för nya aktörer att verka som finansiella marknadsplatser vilket minimerar kompromissen av att välja mellan enkelhet och flertalet leverantörer. Följaktligen kommer vi sannolikt se mindre konsumentlojalitet och mer fokus på de individuella produkterna och tjänsterna snarare än leverantör.

The concept of open banking is on the rise in the financial industry. Not only are banks taking an interest in this topic, but many financial technology start-ups are developing as well. One particular player can be considered challenger banks; they have gained a high degree of digital competence and agility to adapt to changes in the industry. As a result of this trend, these financial players raise the question of what the opportunities are. This study aims to identify potential opportunities for challenger banks and to provide a practical model for companies to assess the opportunities. The results of the study show that the opportunities can be divided into three segments: personalized banking services; modularity; as well as embedded finance. Finally, an opportunity evaluation canvas was developed, providing banks a systematic and comprehensive model to evaluate an opportunity. / Begreppet open banking är på frammarsch inom finansbranschen. Ämnet intresserar därmed såväl bankerna som många nystartade företag inom finansteknologi. En aktör är så kallade utmanarbankerna; de sitter på en hög grad av digital kompetens och flexibilitet vad gäller förändringar i branschen. Som ett resultat av denna trend väcker dessa finansiella aktörer frågan om vilka möjligheter som finns. Den här studien syftar till att identifiera potentiella möjligheter för utmanarbanker, samt att tillhandahålla ett praktisk ramverk inom vilket företag kan bedöma dessa möjligheter. Resultaten visar att möjligheterna kan delas in i tre kategorier: personliga banktjänster; modularitet; samt plattformar och ekosystem. Slutligen utvecklades en utvärderingsmall för möjligheter, som ger bankerna en systematisk och omfattande modell för att utvärdera en möjlighet.

由於目前台灣圖書出版業受到各種因素的影響，像是景氣持續衰退、原物料上漲、新書出版量增加但同時退書率卻也升高、出版業家數眾多、替代品的威脅、網路科技帶來的閱讀習慣改變等等因素，讓業者的經營陷入更困難的環境之中。而高退書率與高暢銷書銷售數字，讓圖書的銷售也朝向兩極化的發展。 本研究以圖書出版業為中心，暢銷書本身的價值流程作為研究對象，試圖透過資料收集、訪談、歸納整理、分析等等方式與步驟，找出價值鏈中暢銷書之關鍵成功因素(key success factor)。同時，也以實際的《藍海策略》一書為個案，透過深度訪談來了解該書從「市場調查」、「選書與作者」、「圖書編務」、「印務工作」、「行銷活動」及「物流/資訊流」等價值鏈活動中，運用了哪些關鍵成功因素讓個案本身成為暢銷書。 暢銷書的關鍵成功因素大致分為評估方式與行銷手法兩大類。 (一) 評估方式 一本書是否能具有成為暢銷書的潛力，可以從以下的四個方面來進行評估與衡量：一是目標市場；二是作者與書；三是與環境和需求的連結程度；四是與出版社屬性的關聯性。 1. 目標市場：包含目標市場規模、競爭品的供應量、價格和型式為主要的評估依據。 2. 作者與書：作者的知名度、書名和主題、封面設計、推薦人的知名度、內容特色與扎實、國外暢銷程度，以及特殊榮譽的加持等則為考量能否為暢銷書的重要因素。 3. 與環境和需求連結：包含要能滿足實質或心理需求以及打造說服主題。 4. 出版社本身的屬性：以出版社本身的目標策略、條件與資源作為選擇暢銷書內容物的依據。 (二) 行銷手法 暢銷書的行銷手法，以話題性書籍為主要考量的前提下，可以透過：製造話題來引發報導、密集曝光用來刺激購買意願、舉辦系列論壇演講、異業結盟藉此擴大市場規模，還有藉由慎選通路將資源集中在多數目標客源聚集的管道上等等方式來做。 透過對個案《藍海策略》一書的研究後發現，該書在書名和主題、封面設計、內容特色與扎實，以及國外暢銷程度上面具有一定的優勢；該書的主題獨特，作者寫的內容簡潔有條理，並且在國外出版後造成熱銷。而在行銷手法上面，則是具備強有力的行銷活動，讓書本身在上市後短時間內能夠引起很多人以及企業主的注意；透過雜誌、報紙還有電視等媒體做宣傳，結合國內產業的實際個案以及當時的社會現況，把該書的主要論述加以結合起來，作為一個報導的題材，能夠引發顧客的注意與引起顧客的共鳴，進而產生想要購買的慾望。也就是說，在價值鏈上，個案在「行銷活動」上產生極高的暢銷價值，再來就是在「選書與作者」這價值活動上也有不錯的表現。