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Submitted by JOSIANE SANTOS DE OLIVEIRA (josianeso) on 2018-04-24T16:39:59Z No. of bitstreams: 1 Jonas de Carvalho Cardoso_.pdf: 332954 bytes, checksum: 7ca06b25a96cb4c60ca73f174d9fe3a9 (MD5) / Made available in DSpace on 2018-04-24T16:39:59Z (GMT). No. of bitstreams: 1 Jonas de Carvalho Cardoso_.pdf: 332954 bytes, checksum: 7ca06b25a96cb4c60ca73f174d9fe3a9 (MD5) Previous issue date: 2018-01-15 / Nenhuma / A análise dos estudos sobre o incremento de desempenho através de parcerias aponta que a literatura trata alianças estratégicas como posicionamento de mercado, ações com fins comerciais e proteção aos investimentos. Tais achados da literatura proposta sobre as startups não entram a fundo em como é possível mapear elementos que possibilitem o incremento de desempenho de empresas do tipo startup. Com o objetivo de contribuir com o esclarecimento desta questão o presente estudo se propõe a investigar de forma qualitativa através de entrevistas pessoais com empreendedores e gestores de empresas consolidadas atuantes no cenário a qual as startups estão inseridas. Os achados transitam por questões como a maturidade de empreendedores e investidores, sobre o plano de negócio e a formação de equipes de trabalho que contribuam com diversidade de perfis no que tange suas habilidades e técnicas e que se assemelhem em ideias e valores, passando por parcerias que busquem a complementariedade de planos de negócio e a atuação das universidades brasileiras como protagonistas no desenvolvimento de projetos de inovação junto a startups potencialmente capazes de decolarem com seu negócio. / The analysis of the studies on the performance increase through partnerships shows that the literature treats strategic alliances as market positioning, commercial actions and investment protection. Such findings of the proposed literature on startups do not go deeply into how it is possible to map elements that enable the performance enhancement of startup companies. In order to contribute to the clarification of this question the present study proposes to investigate in a qualitative way through personal interviews with entrepreneurs, managers of consolidated companies acting in the scenario to which the startups are inserted, which points that increase their performance. The findings are based on issues such as the maturity of entrepreneurs and investors, about the business plan and the formation of work teams that contribute to a diversity of profiles in terms of their skills and techniques and that resemble ideas and values, through partnerships that seek the complementarity of business plans and the actions of Brazilian universities as protagonists in the development of innovation projects with startups potentially capable of taking off with their business.

Dagens samhälle är digitaliserat och vi lever i ett paradigmskifte. Det sker en stor förändring inom finansmarknaden. Innovativa FinTech-startups tar över då traditionella finansinstitut inte klarar av att tillgodose kundernas ökade behov. Dessa FinTech-startups är viktiga och driver innovationen framåt i samhället och uppfyller kundernas allt högre krav. Dock har dessa företag svårigheter i att skala upp sin verksamhet vilket gör att de får svårigheter att överleva. Utmaningar de möter är främst inom finansiering och reglering. Syftet med studien är att undersöka hur FinTech-startups arbetar för att skala upp sin verksamhet samt hur de påverkas av och hanterar utmaningar i form av finansiering och reglering. Teorier som används är: FinTechs ekosystem, startups livscykel och teknologisk innovation. Studien är en kvalitativ undersökning med ett abduktivt angreppssätt och datainsamlingen har gjorts genom semistrukturerade intervjuer med personer från sex stycken Stockholmsbaserade FinTech-startups. Studiens resultatet visar att FinTech-startups möjligheter för att skala upp verksamheten till störst del är beroende av den finansiering som de får in. Dock upplever företagen svårigheter i att hitta investerare och hamnar i en ond cirkel. Tillstånd som krävs har en stor påverkan på företagens möjlighet att skala upp. / Digitizaliation charactarizes todays society and a new paragdim is a fact. There are considerable changes within the financial market where innovative FinTech-startups more and more take over the industry. This, due to that the traditional institutions cannot meet the costumers demands. The FinTech-startups are essential for the society and drives the innovation forward in order to fulfill the costumers requirements. However, these start-ups face difficulties with scaling-up which makes it hard for them to survive on the market. Financial funds and regulations are the main challanges they need to overcome. The purpose with this thesis is to examine how FinTech-startups work in order to scale-up their business and how they face challenges as financing and regulation. Theories used in this thesis are: FinTechs ecosystem, Startups life cycle and Technological innovation. A qualitative method is used with semistructured interviews with people from six different FinTech-startups based in Stockholm. The result of the studie shows that the FinTech-startups possibility to scale up mostly depends on financial funds. The companies experience challenges in finding investors and are placed in a vicious circle. In addition, conditions required have a major impact on the abilities to scale-up their business.

Business incubators have become an integrated part of innovation systems worldwide, designed to support innovative entrepreneurship and regional development. However, empirical research on incubated firms show mixed results on innovation and growth. In this paper, 18 Swedish incubators, top-ranked and funded by government innovation programs, are studied through the lens of the institutional logics perspective. Multiple conflicts in state and market logics are highlighted and discussed, as well as implications for new venture creation and future research on business incubators as influential institutional actors.

The thesis deals with the issue of startups and methodologies of their development. Main aim is to explain chosen approaches to development of startup, compare them and then retrospectively use them in an e-shop selling clothes, determine mistakes of past development in relation to the methodologies and evaluate their suitability for specific business of specific product (clothes) distribution in the Czech Republic. Another equally important aim is to assess the effectiveness of acquisition and activation of customers of the e-shop using web analytics tools and evaluate behavior of visitors.

The thesis is dealing with issues of marketing strategy and building online shop. Theoretical knowledge are subsequently practically applied on underwear brand El.Ka Underwear, which becomes the central theme of the thesis. In thesis introduction main goals and research questions are set and afterwards evaluated and answered. Both based on realised steps by author. In final conclusion author summarizes all impacts on the brand and draw conclusions, which gained by processing this thesis. All results are substantiated by internal data and quantified in detail.

Thesis deals with startup companies and their development methodology. The main aim is to present a model of startup company development. Within the theoretical part successful and unsuccessful businesses are analyzed and selected approaches to the development of startup companies are explained. In practical part, based on the findings a model for startup company development is proposed.

Cette thèse s'intéresse au concept d'entrepreneuriat social qui combine un projet économique et une finalité sociale. Durant les premières étapes de développement du projet, les startups sociales sont souvent confrontées à une évolution de leur business model (BM) pour faire face aux contraintes organisationnelles mais également aux menaces et aux opportunités de leur environnement. Notre objectif dans cette recherche est d'identifier les mécanismes qui permettent de concilier l'« économique » et le « social » à travers la problématique suivante : comment garder l'équilibre entre la dimension économique et la dimension sociale du BM de l'entreprise sociale face à son environnement ? Ainsi, nous avons mobilisé une approche mixte (contenu et processus) pour étudier l'évolution du BM des startups sociales. Cela nous a permis de répondre aux questions subsidiaires du « pourquoi » et « comment » ainsi du « quoi » de l'évolution du BM des entreprises sociales. Pour répondre à cette problématique, nous adoptons une approche qualitative par une étude comparative de startups sociales des TIC (technologies de l'information et de la communication) en France et au Sénégal. Les données collectées par entretiens semi-directifs (55 au total) et lors d'évènements (meet-up, conférences, panels, salons, etc.) sont enrichies de données secondaires (sites web, documents internes, rapports, etc.). Ce corpus de données a fait l'objet d'un traitement avec le logiciel Nvivo 11. Les résultats de ce travail de recherche peuvent être déclinés comme suit : D'abord, notre recherche enrichit la littérature de nouveaux facteurs externes et internes qui influencent l'évolution du business model à savoir la levée de fonds, les subventions, l'augmentation de l'impact social et l'autonomie financière. Ensuite, nous avons identifié les éléments du BM qui évoluent avec les phases de développement des startups de même que leurs logiques d'évolution. Puis, notre principale contribution consiste en l'identification des principaux mécanismes qui peuvent permettre de garder un bon équilibre entre la dimension économique et la dimension sociale du BM lorsque ce dernier évolue. Enfin, nos résultats montrent les différences et les similitudes de l'évolution des BM des cas en France et au Sénégal en analysant leur écosystème entrepreneurial. / This thesis focuses on the concept of social entrepreneurship, which combines an economic project and a social purpose. During the early stages of project development, social startups often face challenges in their business model (BM) due to organizational constraints, but also threats and opportunities of their environment. Our goal in this research is to identify the mechanisms that allow to reconcile the 'economic' and 'social' through the following issue: How to keep balance between the economic and the social dimension of social enterprise's BM in the face of its environment? Thus, we have mobilized a mixed approach (content and process) to study the evolution of the BM of social startups. This has allowed us to meet the ancillary issues of the 'why' and 'how' as well as the "what" of the evolution of the BM of social enterprises. To answer our research question, we have adopted a qualitative approach by conducting a comparative study of social startups of ICT (information and communication technologies) in France and Senegal. Fifty five (55) in-depth interviews supplemented with secondary data (websites, internal documents, reports, etc.) was analyzed thanks to the assistance of the software Nvivo 11. As regards our results : first, our research enriches the literature of new internal and external factors that influence the evolution of the BM like fundraising, grants, the increase of the social impact and financial independence. Second, we have identified the elements of the BM that change with the startups development phases, as well as their logical evolution. On the other hand, our main contribution remains on the identification of main mechanisms that can allow to keep a good balance between the economic dimension and the social dimension of the BM when the latter evolves. Finally, our results show the differences and similarities in the evolution of the BM between the Senegal and France thanks to their entrepreneurial ecosystem.

Abstract Title: Digital marketing communications in startup companies Author: Jacob Petersson Supervisor: Olga Rauhut Kompaniets Keywords: Startup companies, digital marketing, media channels, brand, stakeholders. Problem formulation: What marketing communication do startup companies use today in digital forums and how important is it for the relationship with the stakeholders? Purpose: The study will investigate digital marketing communications for startup companies in southern Sweden. Furthermore, the study intends to contribute to a model that helps start-ups to achieve successful marketing communication in digital forums. Delimitation: The study was limited to smaller startup companies in southern Sweden. Method: The author has conducted a qualitative study with an abductive research approach. The theory was collected through a literature review of previous research studies and books. The empirics were collected through semi-structured interviews with ten respondents from different startup companies. Conclusion: The study willdigital marketing communications for startup companies in southern Sweden. Furthermore, the study intends to contribute to a model that helps start- ups to achieve successful marketing communication in digital forums.The results point to the importance of using social media and the website asmedia channels in digital marketing communication. By starting early with digital marketingcommunication, startup companies can begin branding. Furthermore, the results indicate thatthe main purpose of digital marketing communication is to reach out to stakeholders andcreate a relationship. A conclusion that can be drawn is that there is a need to strengthencontinuous work with digital marketing communications in startup companies.

Les startups innovantes orientées technologies mènent de nombreusesexpérimentations pour recueillir suffisamment de preuves de valeur, et réduire ainsiles incertitudes avant le lancement de leurs produits et services sur le marché. Bienque les moyens des startups soient limités, ces expérimentations sont souventaléatoires, itératives et nécessitent un investissement important en termes de tempset de ressources. Des solutions doivent ainsi leur être apportées afin de les aider àmieux planifier la maturation de leur technologie et à mieux identifier les opportunitéssur le marché. C’est dans ce contexte que s’inscrit la présente recherche.Une revue de la littérature est d’abord menée dans les domaines de l'ingénierie de laconception ainsi que du management de la technologie et de l'innovation. Cetteanalyse démontre que les méthodes et outils existants ne permettent pas d’établir desfeuilles de route précises et quantitatives pour mener des expérimentationspertinentes. Une enquête est ensuite réalisée sur les pratiques de 60 startupsinnovantes dans le contexte de la Ville de Paris. Cette recherche révèle que malgrél’utilisation des méthodes d’innovation telles que Lean Startup et BMC (BusinessModel Canvas), les startups n’ont aucun outil pratique pour spécifier et planifier leursexpérimentations, ou pour allouer efficacement leurs ressources.Par conséquent, cette recherche apporte trois contributions. D'abord, l'outil BMC estcombiné avec la quantification des poches de valeur (opportunités) et une séried’indicateurs quantitatifs permettant d’assurer la pertinente de l'offre de valeur.Ensuite, une méthodologie dénommée DUE (Design by Usage-based Experimentation)est proposée afin d’examiner l'ensemble des marchés potentiels et d’identifier lesprincipales propriétés technologiques à améliorer grâce à l’expérimentation. Uneméthodologie quantitative nommée RITHM (Roadmapping Investments in TecHnologyand Market) est par la suite proposée pour optimiser les expérimentations pourqu’elles puissent aboutir à la maturation d'une technologie pour atteindre les marchésles plus profitables. La pertinence de ces méthodologies est évaluée en les appliquantà une startup orientée technologies et par la validation d’experts. Enfin, cette rechercheconclue qu'il est possible d’améliorer la spécification des feuilles de routed’expérimentations dans une startup technologique et de mieux orienter sesinvestissements vers des stratégies R&D plus efficaces et économiques.Cette recherche peut contribuer à soutenir de manière significative la prise de décisionde différents acteurs, comme par exemple, les entrepreneurs, qui doivent justifier desdépenses de R&D dans des dossiers de levée de fonds, ou des investisseurs publicset privés qui cherchent à minimiser les risques d'investissement dans destechnologies innovantes, ou enfin des technology scouts. / Technology-oriented innovative startups must conduct extensive experiments to gather sufficient proofs of value, so that they may reduce uncertainties before the launch of their products and services on the market. Despite their limited resources, the experiments conducted by startups are often random, loop-based and consequently time and resource consuming. Hence, startups need solutions to help them better planning their technology maturation and identifying market opportunities. It is in the context that the current research is carried out.First, a literature review is conducted in the fields of engineering design, technology management and innovation management. This review suggests that the existing methods and tools fail to provide accurate and quantitative roadmaps to conduct relevant experiments. Second, this research surveys the design and testing practices of 60 innovative startups in the context of the City of Paris. This investigation reveals that despite the use of popular innovation methods such as Business Model Canvas (BMC) and Lean Startup, startups have no practical tools for specifying and planning experiments, nor for efficiently using their resources.Therefore, this research makes the following three contributions. First, the BMC tool is combined with quantified value buckets (opportunities) and innovativeness indicators in order to make sure that the value offer is effective and significant. Second, a Design by Usage-based Experimentation (DUE) methodology is proposed to help screening the whole set of potential markets and to identify the main technology properties that need to be improved through experiments. Third, a quantitative methodology called RITHM (Roadmapping Investments in TecHnology and Market) is proposed to optimize the set of experiments, so that they result in the maturation of a technology to reach the most profitable markets. The relevance of the proposed methodologies is assessed through their application to technology-oriented innovative startups and also through expert validation. Finally, this research concludes that it is possible, with more effective and economical R&D strategies, to better define experiment roadmaps and better steer technological startup investment.This research may significantly support the decision-making process of various actors: entrepreneurs, who need to justify R&D expenses in fund-raising applications; public and private investors, who constantly tend to minimize investment risks in innovative technologies; or technology scouts.