Purpose – This study explores how Earth Observation (EO) start-ups with digital services can utilize business model innovation (BMI) to create, deliver, and capture value in the mining industry. Method – The study adopted a qualitative approach with the unit of analysis being two EO service start-ups and the unit of observation being mining companies complemented with other relevant actors. 22 interviews were conducted with mining companies; 2 with mining consultancy companies; 2 with academia; and 2 with the EO case companies. Findings – EO service start-ups can create value in the mining industry by leveraging an artificial intelligence technology value proposition unlocking new values, as well as engaging in trust and relationship building-activities with customers; deliver value by developing customizable delivery plans in line with the heterogenous customer needs, acquiring a specific understanding of customer operations to deliver expected service quality, and addressing customers' different digital maturity; and capture value by developing a flexible revenue model and enable internal and external scaling of service. Theoretical Implications – This study contributes to existing research by examining how digital technologies shape industry-specific phenomena and related BMs, specifically within the novel EO industry by being one of the pioneering studies in this space. It also fills a gap in the literature by examining start-up BMI in general as well as in the EO industry, the intersection of start-ups and digital services, as well as contributing to the broader service innovation literature. It also makes contributions to the specific mechanisms of the BM. Managerial Implications – This study contributes with insights for managers of digital service start-ups, both in general and in the novel EO industry, outlining how these can create, deliver, and capture value in the mining industry as well as other industrial contexts. These can utilize the findings of this study to either redesign their existing BMs or create completely new ones. Limitations and Future Research – One limitation is that the study only collects data from the mining industry which decreases the generalizability of the findings to other industries. Future research could benefit from investigating EO services from an ecosystem or platform perspective including other actors than provider-customer. Finally, future research could also be conducted utilizing a multiple case study including EO service start-ups focusing on multiple industries. / Syfte – Denna studie undersöker hur Earth Observation (EO)-startups med digitala tjänster kan använda affärsmodellsinnovation för att skapa, leverera och fånga värde inom gruvindustrin. Metod – Studien använde en kvalitativ metod med två EO-startups med digitala tjänster som analysenehet. Gruvföretag kompletterat med andra relevanta aktörer intervjuades för att besvara studiens syfte. Totalt genomfördes 22 intervjuer med gruvföretag; 2 med konsultföretag inom gruvindustrin; 2 inom akademin; samt 2 med EO-startupsen. Resultat – EO-startups med digitala tjänster kan skapa värde i gruvindustrin genom att nyttja artificiell intelligens i sitt värdeerbjudande för att tillhandahålla nya värden, samt genom att genomföra aktiviteter riktat mot kunder med syfte att stärka förtroende och relationer; leverera värde genom att utveckla anpassningsbara leveransalternativ i linje med de heterogena kundbehoven, anförskaffa en specifik förståelse för kundernas verksamhet för att leverera tjänsten i linje med vad dessa förväntar sig samt genom att adressera kundernas olika digitala mognadsnivåer; och fånga värde genom att utveckla en flexibel intäktsmodell och möjliggöra intern och extern skalning av tjänsten. Teoretiska implikationer – Denna studie bidrar till befintlig forskning genom att undersöka hur digitala teknologier formar branschspecifika fenomen och relaterade affärsmodeller, specifikt inom EO-industrin genom att vara en av de första studierna inom detta område. Studien fyller också ett gap i litteraturen genom att undersöka affärsmodellsinnovation relaterat till startups generellt samt inom EO-industrin, skärningspunkten mellan startups och digitala tjänster, samt genom att bidra till den generella litteraturen för tjänsteinnovation. Den bidrar också till de specifika mekanismerna i affärsmodeller. Praktiska implikationer – Denna studie bidrar med insikter för chefer och ledare inom digitala tjänste-startups, både generellt samt inom EO-industrin, och beskriver hur dessa kan skapa, leverera och fånga värde inom gruvindustrin såväl som i andra industriella sammanhang. Dessa kan använda studiens resultat för att antingen förändra sina befintliga affärsmodeller eller skapa helt nya. Begränsningar och framtida forskning – En begränsning är att studien endast samlar data från gruvindustrin, vilket minskar generaliserbarheten av resultaten till andra industrier. Framtida forskning kan dra nytta av att undersöka EO-tjänster ur ett ekosystem- eller plattformsperspektiv som inkluderar andra aktörer än leverantör-kund. Slutligen skulle framtida forskning även kunna genomföras med en flerfallstudie som inkluderar EO-tjänste-startups verksamma inom fler industrier.

Few female farmers are participating in the sector due to various gender-based challenges that they face. The purpose of this study was to investigate prospective farmers’ motivation and their personal attitude to starting their own businesses, as well as their perceptions of barriers to successful business start-ups in the sector. The Prospective Farmers Profile Questionnaire was distributed to 421 prospective farmers (agricultural students at six institutions of higher learning in South Africa). There was an estimated 3,486 students enrolled for various agriculture-related qualifications in the country when this cross-sectional, quantitative study was carried out. The aim of the study was to investigate perceived gender-based barriers to business start-up amongst prospective farmers in SA. The study found perceived barriers to be either intrinsic, (such as, risk aversion, innovation and self efficacy) and extrinsic, examples being, social cultural, political skills and access to land among others factors. The study also intended to find out if (1) motivation to start a business (2) taking responsibility (entrepreneurial orientation) and (3) entrepreneurial intention, were predicted by a number of select business start up factors. The findings were that motivation was predicted by only one business start up factor, socio-cultural forces; while four key factors; motivation, proactiveness, creativity and socio-cultural forces did predict taking responsibility (EO). Entrepreneurial intention (EI) is predicted by three key factors, namely socio-cultural forces, motivation and creativity. It is recommended that prospective farmers be introduced to the importance of social networking and socio-cultural forces in entrepreneurship. Furthermore, entrepreneurial education is required from government, institutions of higher learning and other organisations to educate prospective farmers on the influence of barriers to business start-up.The study was conducted on undergraduate agricultural students and should be extended to post-graduate farmers in South Africa, that is practising farming. A comparison between prospective farmers and prospective entrepreneurs from other disciplines should also be undertaken.This is a South African study and the results cannot be generalised. Therefore, the study could be expanded to other regions and future comparative studies could be done. / Applied Management / D. Phil. (Entrepreneurship in the Faculty of Management Sciences)

根據經濟部出版「2005 年中小企業白皮書」中提到：過去10 年，台灣每年 平均新成立之中小企業公司約有10 萬家，而台灣每年平均倒閉之中小企業約有 8 萬2 千家，也就是說未來每年這些新創業公司會經營不善而倒閉之平均機率為 82%。可見新創企業之經營管理風險非常大，隨時可能因為任何經營策略錯誤而 造成公司不可彌補之危機問題，最後可能就被會迫倒閉關廠。而且關廠又會資遣 公司之員工，更會連帶影響很多家庭面臨失業之危機與社會問題。因此一個新創 企業如何能經營良好，渡過公司的經營問題之重重關卡，各種經營策略施政正確 有效能，並且創造更高之經營績效而能永續經營是非常重要且值得研究之課題。 本研究以台灣類比IC 產業之新創企業來作經營策略與經營績效探討與分析 之對象。另外，本研究首先利用歷史文獻探討法，依據楊光立（2001）創業家的 十四個歷程之經營策略分析、Poter（1980）五力分析之競爭策略、Weihrich（1982） 「SWOT 分析法」、個案F 公司之各種財務比率分析及幾個重要經營策略及經 營策略分析為藍圖，後再以企業深度訪談法進行研究探討與分析，彙整個案F 公司所面臨經營上之問題，回溯經營團隊擬定之實際經營策略，最後再探討個案 F 公司真正實施這些經營策略後與實際經營績效來作理論與實務間之比較分析 探討，再歸納出本研究之結論。最後以個案F 公司之七位高階主管之認知統計總 結經營策略與經營績效相關性之結論：合計61 項經營策略實施後，發現有59 項與經營績效為正相關，其餘有2 項無關。另外還有其他方面之經營策略與經營 績效相關性：正相關有10 項。 關鍵字：類比IC、新創企業、經營策略、經營績效 / Ministry of Economic affair R.O.C published the “ Midle & Small Enterprises Wite Book in 2005 ” said that there were 100,000 new start-up companies in every year in Taiwan, and they will close 82% in a year. So, the management risk is huge in a new start-up company. It will close by any mistake of management decision, and bring about irrecoverable crisis. It will make the employee lose their job, and add many problems in families and society. Therefore, How to manage a company and solve their problems and crisis? How to ensure their business strategy are correct and effective? How to create the high performance in a start-up company in the future and forever? It is an important and worthy research subject. In this thesis, I’m researching into the start-up company of Taiwan analog IC design House, and to find the relationship with business strategy and business operation performance. First, I found and read many theses from history or books or others documents, such as Poter (1980), Weihrich (1982), Finacial repot of F company etc.. Then, I used the interview method with F company, to find their business strategy when they facing problems and crisis. Finally, I analyzed the business operation performance in F Company when they implement the business strategies. There are 59 items have the positive relationship of 61 business strategies compare with business operation performance, the other 2 items are none. Keywords: Analog IC, Start-Up, Business Strategy, Business Operation Performance.

This thesis investigates the performance of business model innovation (BMI) by incumbent power utility and clean-tech start-up firms influenced by the German Energiewende. It emphasises the factors that impact BMI from a managers’ perspective, examines success factors for managers to overcome BMI challenges, and addresses contingencies to perform BMI in a more structured way. The research is driven by the German Energiewende. It has been chosen as Germany is considered one of the world’s leading markets for renewable energies and a transformation of the power sector is currently underway. Therefore, established power utility firms face severe changes, which have the characteristics of a potential disruption to their business model (BM). At the same time, new players are challenging these incumbents with new BMs. The research is underpinned by the extant literature on BMs and BMI. The research approach is based on two case studies; the incumbent power utility and the clean-tech start-up sector. The qualitative study comprises of 24 semi-structured interviews conducted with top tier managers, from 18 firms, responsible for BMI within these firms. Key findings: This study extends our knowledge of BMI in both a start-up and an incumbent environment that is influenced by various contingent events. It portrays barriers to BMI and depicts critical success factors for BMI that point out solutions on how to overcome these barriers. It provides a structured BMI framework for established firms and illustrates future BM archetypes in this sector. It clearly documents the German Energiewende is regarded as a disruptive threat from the perspective of incumbent power utility managers. The theoretical contribution of this thesis is a process framework including all identified drivers and challenges for BMI in both established and start-up firms. Contributions to practice include critical success factors for BMI, recommendations to overcome barriers to BMI and future BM archetypes within the newly evolving Energiewende industry based on sustainable technologies.

Esta pesquisa avaliou a eficiência do biofiltro aerado submerso empregado no pós-tratamento do efluente do reator anaeróbio de manta de lodo (UASB), em escala real, localizado na ETE Água Vermelha em São Carlos, SP, sob condições hidráulicas desfavoráveis. Estudou-se a remoção de matéria orgânica e de sólidos, a possibilidade de remoção de nitrogênio e fósforo e também as características da biomassa aderida ao meio suporte. O estudo foi desenvolvido em duas fases, uma sem a adição de inóculo (fase I) e outra com inoculação (fase II). Na fase I foi aplicada vazão de 380 m³/dia, cargas orgânicas volumétricas (COV) de 3kgDQO/m³.dia com carga hidráulica (CH) de 8 m³/m².dia e tempo de detenção hidráulica (TDH) de 170 minutos. Nesta fase o biofiltro alcançou eficiências médias de 40% na remoção de matéria orgânica (DQO) e de 35% para os SST. Na segunda fase foram aplicadas vazões de 500 m³/dia, COV de 4 kg DQO/ m³.dia com CH de 11 m³/ m².dia e TDH de 130 minutos. O BAS apresentou eficiências médias de remoção de DQO, \'COT IND.F\' e SST de 36%, 60% e 30%, respectivamente, para a fase II. A conversão de nitrito a nitrato foi considerada desprezível, podendo ser atribuída ao alto valor de DQO afluente ao BAS, à ocorrência de nitrificação e desnitrificação no mesmo biofilme e à distribuição ineficiente de ar no interior do reator. O biofiltro não apresentou bons resultados quanto à remoção de fósforo durante a pesquisa. O estudo permitiu concluir que o BAS apresentou um desempenho satisfatório como unidade de pós-tratamento de reator UASB na fase de partida, mesmo sendo submetido a altas cargas hidráulicas e orgânicas. Constatou-se, portanto, que o emprego do biofiltro aerado submerso apresenta-se como uma alternativa vantajosa para o pós-tratamento do efluente de reatores anaeróbios, produzindo um efluente de excelente qualidade. / This research evaluated the efficiency of a full scale submerged aerated biofilter (SAB) used for post-treatment of the effluent of an upflow anaerobic sludge blanket (UASB) reactor, located in the wastewater treatment plant Água Vermelha (São Carlos, SP, Brazil), under unfavorable hydraulic conditions. The removal of organic matter and solids, the possibility of removal of nitrogen and phosphorus and also the characterization of biomass attached to the packing media were studied. This study vas developed in two phases, one without reactor seeding (phase I), and another when the reactor was seeded (phase II). At phase I, a flow rate of 380 m³/d and a volumetric loading rate of 3 kgCOD/m³.d with hydraulic load (HL) of 8 m³/m².d were applied, with 170 minutes of hydraulic retention time (HRT). In this phase the biofilter reached average efficiencies of 40% in organic matter removal (COD) and 35% for TSS. Already in phase II, a flow rate of 500 m³/d, a volumetric loading rate of 4kgCOD/m³.d with HL of 11 m³/ m².dia were applied, with 130 minutes of HRT. The SAB allowed average removal efficiencies of COD, \'TOC IND.F\' and TSS of 36%, 60% and 30%, respectively, for phase II. The conversion of nitrite to nitrate was considered worthless, likely attributed to the high value of affluent COD to the SAB, the occurrence of nitrification and denitrification in the same biofilm and the inefficient air distribution in the interior of the reactor. The biofilter did not present good results in phosphorus removal. This study allowed to conclude that the aerated submerged biological filter presented a satisfactory performance as a post-treatment unit of an UASB reactor during the start-up phase, being submitted to high hydraulic and organic loads. It was found that the employment of the submerged aerated biofilter is an advantageous alternative as anaerobic effluent post-treatment, producing excellent quality effluent.

Esta pesquisa avaliou a eficiência do biofiltro aerado submerso empregado no pós-tratamento do efluente do reator anaeróbio de manta de lodo (UASB), em escala real, localizado na ETE Água Vermelha em São Carlos, SP, sob condições hidráulicas desfavoráveis. Estudou-se a remoção de matéria orgânica e de sólidos, a possibilidade de remoção de nitrogênio e fósforo e também as características da biomassa aderida ao meio suporte. O estudo foi desenvolvido em duas fases, uma sem a adição de inóculo (fase I) e outra com inoculação (fase II). Na fase I foi aplicada vazão de 380 m³/dia, cargas orgânicas volumétricas (COV) de 3kgDQO/m³.dia com carga hidráulica (CH) de 8 m³/m².dia e tempo de detenção hidráulica (TDH) de 170 minutos. Nesta fase o biofiltro alcançou eficiências médias de 40% na remoção de matéria orgânica (DQO) e de 35% para os SST. Na segunda fase foram aplicadas vazões de 500 m³/dia, COV de 4 kg DQO/ m³.dia com CH de 11 m³/ m².dia e TDH de 130 minutos. O BAS apresentou eficiências médias de remoção de DQO, \'COT IND.F\' e SST de 36%, 60% e 30%, respectivamente, para a fase II. A conversão de nitrito a nitrato foi considerada desprezível, podendo ser atribuída ao alto valor de DQO afluente ao BAS, à ocorrência de nitrificação e desnitrificação no mesmo biofilme e à distribuição ineficiente de ar no interior do reator. O biofiltro não apresentou bons resultados quanto à remoção de fósforo durante a pesquisa. O estudo permitiu concluir que o BAS apresentou um desempenho satisfatório como unidade de pós-tratamento de reator UASB na fase de partida, mesmo sendo submetido a altas cargas hidráulicas e orgânicas. Constatou-se, portanto, que o emprego do biofiltro aerado submerso apresenta-se como uma alternativa vantajosa para o pós-tratamento do efluente de reatores anaeróbios, produzindo um efluente de excelente qualidade. / This research evaluated the efficiency of a full scale submerged aerated biofilter (SAB) used for post-treatment of the effluent of an upflow anaerobic sludge blanket (UASB) reactor, located in the wastewater treatment plant Água Vermelha (São Carlos, SP, Brazil), under unfavorable hydraulic conditions. The removal of organic matter and solids, the possibility of removal of nitrogen and phosphorus and also the characterization of biomass attached to the packing media were studied. This study vas developed in two phases, one without reactor seeding (phase I), and another when the reactor was seeded (phase II). At phase I, a flow rate of 380 m³/d and a volumetric loading rate of 3 kgCOD/m³.d with hydraulic load (HL) of 8 m³/m².d were applied, with 170 minutes of hydraulic retention time (HRT). In this phase the biofilter reached average efficiencies of 40% in organic matter removal (COD) and 35% for TSS. Already in phase II, a flow rate of 500 m³/d, a volumetric loading rate of 4kgCOD/m³.d with HL of 11 m³/ m².dia were applied, with 130 minutes of HRT. The SAB allowed average removal efficiencies of COD, \'TOC IND.F\' and TSS of 36%, 60% and 30%, respectively, for phase II. The conversion of nitrite to nitrate was considered worthless, likely attributed to the high value of affluent COD to the SAB, the occurrence of nitrification and denitrification in the same biofilm and the inefficient air distribution in the interior of the reactor. The biofilter did not present good results in phosphorus removal. This study allowed to conclude that the aerated submerged biological filter presented a satisfactory performance as a post-treatment unit of an UASB reactor during the start-up phase, being submitted to high hydraulic and organic loads. It was found that the employment of the submerged aerated biofilter is an advantageous alternative as anaerobic effluent post-treatment, producing excellent quality effluent.

Empresas startup simbolizam o epicentro de narrativas sobre o capitalismo contemporâneo. Essas organizações enxutas, aceleradas através de capital de risco e articuladas por meio de uma lógica de eficácia especulativa passaram a representar o que existe de mais novo na paisagem empresarial. Iniciativas como essas emergem a partir de um pano de fundo de profunda reestruturação de dinâmicas produtivas relacionadas a regimes de acumulação flexível. O que significa ser um empreendedor na paisagem de negócios formada por empresas startup no Brasil? Essa é a pergunta que norteou o trabalho de pesquisa etnográfica que serve como base para essa tese, fruto de um trabalho de campo entre os anos de 2014 e 2017, no Brasil e no Reino Unido com jovens empreendedores e suas redes de investidores, consultores e experts ao longo do processo de concepção, estruturação e operação de suas empresas. Meu interesse é compreender o processo concreto através do qual alguém se torna um empreendedor dentro dessa paisagem específica de ação econômica, especialmente como a lógica startup se torna uma forma de ser e estar no mundo. / Start-up companies symbolize the epicenter of narratives about contemporary capitalism. These lean organizations, accelerated by venture capital and articulated through a logic of speculative effectiveness have come to represent the edge of business. Initiatives such as these take shape amidst profound changes related to the restructuring of productive forces under flexible accumulation regimes. What does it mean to be an entrepreneur in Brazil’s contemporary start-up ecossystem? This question guided the ethnographic research that serves as the basis for this thesis, conducted between Brazil and the United Kingdom during the years of 2014 and 2017 among young entrepreneurs and networks of investors, consultants and experts in the making of their own start-up companies. My interest is to understand the concrete process through which one becomes an entrepreneur within this particular landscape of economic action, especially how the startup mindset becomes embeded in their ways of being in the world.

Propulsionar cadeira de rodas (CR) está relacionado a altas incidências de dores e lesões em usuários de cadeira de rodas (UCR). Embora seja reconhecida como uma forma de baixa eficiência para se locomover, representa fundamental importância para o desempenho dessas pessoas nas atividades de vida diária, ocupacionais, de lazer e em sua participação social. Ao longo dos estudos sobre a propulsão nas últimas décadas, foi notado recentemente em especial, que a propulsão inicial que retira o sistema usuário-cadeira de rodas do repouso, o colocando em movimento, apresentam a maiores solicitações mecânicas. Considerando que esta situação é executada várias vezes durante o uso típico da cadeira de rodas, torna-a relevante objeto de estudo. Como até o momento, pouco foram os estudos sobre a fase inicial da autopropulsão e que do ponto de vista da neuroativação, esse movimento não foi abordado, este estudo tem como objetivo descrever o gesto da fase inicial da autopropulsão de cadeira de rodas manual de UCR, por meio da eletromiografia, apresentando os níveis atingidos de ativação muscular e o perfil do comportamento de ativação ao longo da execução do gesto da autopropulsão. Para isso foram avaliados oito grupos musculares envolvidos nesse gesto de onze UCR. Os sinais eletromiográficos foram coletados dos oito grupos musculares, simultaneamente, durante a execução de dez propulsões, partindo do repouso, de cada UCR participante da pesquisa. Com relação aos níveis de ativações musculares, foi introduzido um método alternativo de normalização. Esse método consiste na realização do teste de contração isométrica máxima na própria CR. Os resultados foram apresentados em boxplot a fim de demonstrar o pico de ativação bem como a distribuição dos demais níveis de ativação. Como o novo método proposto demonstrou limitações, inviabilizou a interpretação dos resultados quanto as intensidades calculadas. Sobre o perfil de acionamento muscular ao longo da execução da autopropulsão, os resultados foram expostos em gráficos normalizados pelo pico dinâmico e em relação ao período de um ciclo de propulsão, evidenciando o comportamento ativado em cada instante do ciclo. Segundo os resultados dessa segunda metodologia, entre os oito grupos musculares examinados, os que apresentaram os maiores picos de ativação foram: deltoide anterior (80,27%), o peitoral maior (79,27%), os flexores de punho (78,93%) e os extensores de punho (80,65%). Os achados colaboram com estudos anteriores de outros autores de que os principais grupos musculares efetores na propulsão de CR são o deltóide anterior (DA) e peitoral maior (PM). / Propelling wheelchair (CR) is related to high incidences of pain and injury in wheelchair users (WCU). Although this locomotion way be known as low efficient locomotion mode, it represents fundamental importance for these people performance in daily living activities, occupational, leisure and in their social participation. Over the studies course on propulsion in recent decades, it has recently been noted, particularly, that the initial stage of wheelchair propulsion which retires the user-wheelchair system from resting, putting it into motion, presents greater mechanical stresses. It considering this situation is executed several times during the typical wheelchair usage, it makes this relevant study object. As until current moment, there are few studies about initial stage of wheelchair propulsion and, from the neuroactivation point of view, this movement was not approached, this study aims to describe the gesture of initial stage of manual wheelchair propulsion from WCU, across electromyography, presenting the muscular activation levels achieved and the recruited behavior profile during the propulsion gesture execution. For this problem, eight muscle groups involved in this gesture were evaluated from eleven WCU. Electromyographic signals were collected from these eight muscle groups, simultaneously, during ten propulsions execution, starting from resting, of each WCU participant of the research. Regarding the muscular activation levels, an alternative normalization method was introduced. This method consists in performing the maximum isometric contraction test on the wheelchair itself. The results were showed in boxplot in order to demonstrate the activation peak as well as the remaining activation levels distribution. As the new method proposed showed limitations, a better results interpretation was not possible on calculated intensities. Regarding the muscular activation profile during the propulsion execution, the results were exposed in graphs normalized by the dynamic peak as well as in relation to a single propulsion cycle, evidencing the activated behavior at each cycle moment. According to the results based on second methodology, among the eight muscle groups examined, the ones which presented the highest activation peaks values were: the anterior deltoid (80.27%), the pectoralis major (79.27%), the wrist flexors (78, 93%) and the wrist extensors (80.65%). The findings agree with previous studies by other authors that the main effector muscle groups in CR propulsion are anterior deltoid (DA) and pectoralis major (PM).

The dissertation consists of two essays. The first essay studies governance structures and their effectiveness for start-up companies and their survival. We utilize data from the Kauffman Survey, which tracks a sample of firms from their inceptions through their first eight years of existence. We hypothesize and find evidence that a startup's governance system affects its survivability as well as its performance. We show that controlling for the firm size and the industry, cross-sectional variations in the performance of the start-up firms can be explained by governance variables; the presence of one or more independent board member on the board, the separation between the person holding the CEO position and the chair of the board. From the startup survival perspective, we show that the presence of one or more independent board member(s), the separation between CEO and board chair, and external funding are effective factors that promote a start-up's longevity. The second essay studies the direct and indirect relations between Governance and firm survival and performance through Entrepreneurial Orientation. Entrepreneurial orientation (EO) is defined as the attributes, including innovativeness, autonomy, risk-taking attitude, proactiveness, and competitive aggressiveness, that a business organization displays at the time of entry. Several researchers have studied the linkage between EO and organizational performance as well as the survival rate of new firms and find conflicting results. Reasons for the contradictory results might very well be the way the researchers have defined the EO attributes and the data source they use which is based on subjective responses. In the hopes of reducing inconsistent results, we propose that it is the governance factors that influence the performance and survival of these firm via mediating role of entrepreneurial orientation. Governance factors remove the definition as well as data measurement problems. By using the 8-year longitudinal data of 4928 startups, we show that governance system significantly impacts a start-up’s performance and survival via entrepreneurial orientation.

El presente Trabajo de Investigación tiene como finalidad plantear el desarrollo de una Plataforma de Auto Decoración que permite al usuario poder decorar su hogar sin la necesidad de contratar los servicios de un decorador. Esta propuesta estará dirigida al NSE B y C de Lima Metropolitana. Los sondeos de mercado realizados permitieron validar la viabilidad del modelo de negocio propuesto, así como la propuesta de valor del mismo, tanto para el consumidor final (Business to Consumer) como para los comercios locales de venta de artículos decorativos que sean parte de esta plataforma (Business to Business). Para desarrollar este modelo de Startup, se requerirá de una inversión inicial de S/.116,550 nuevos soles, donde la mayor inversión estará destinada al programa principal de la plataforma: Realidad Aumentada. En cuanto a los ingresos, se considera que se obtendrán tanto por parte del Business to Consumer (B2C) como del Business to Business (B2B) y los gastos, la mayor parte estará destinada a los gastos de Marketing Online y Offline, acciones comerciales y el mantenimiento de la plataforma digital. La estrategia del plan de negocio estará enfocada en desarrollar un sólido plan de marketing online y offline basado en la Experiencia, Exchange, Evangelism y Everyplace del Marketing Mix con la finalidad de: generar audiencia de consumidores potenciales, generar acuerdos comerciales con empresas locales de venta de artículos decorativos, a través de una plataforma que sea simple e intuitiva gracias a la tecnología de la Realidad Aumentada. / The following Research Work is about the creation of a Self-Decoration Platform that will allow users to decorate their own spaces without the need to hire an interior decorator. This business plan is aimed to people for the Socio-economic Level B and C of Lima Metropolitana. A market research was made to ratify the viability of this Business Plan and the value proposition for both the business-to-consumer and business-to-business. To develop this Startup Model, it will require an initial investment of S/.116,550 nuevos soles. The highest investment will be related to the main component of the platform: Augmented Reality. About the revenues, will be derived from the Business to Consumer (B2C) and from the Business to Business (B2B). On the other hand, the expenditure will mostly be from the Marketing Online and Offline, the commercial activities and maintenance of the digital platform. The strategy of this Business Plan is focusing on building a Marketing Online and Offline based on the Experience, Exchange, Evangelism and Everyplace of the Marketing Mix. The aim is to generate audience of potential customers, generate commercial agreements with local enterprises that sales decorative products that will become our principal stakeholders. All this will be done through a simple and intuitive digital platform thanks to the Augmented Reality. / Trabajo de Investigación