<p><strong><strong><p>Abstract</p></strong></strong></p><p>The Luxury Sailing Yacht industry has been severely affected by the global economic crisis</p><p>since several Luxury Sailing Yacht companies have experienced significant downturn. There</p><p>is an increasing number of companies, which are moving the world into a more innovationbased</p><p>economy since it offers more opportunities. Therefore, there is a growing interest for</p><p>innovation since it can be used for keeping a strong position in the fast growing Luxury</p><p>Sailing Yacht market.</p><p>This Master’s thesis explores how Luxury Sailing Yacht producers within the Luxury Sailing</p><p>Yacht industry can create, reach, and sustain the position of innovation leadership in order to</p><p>gain further growth and success. Furthermore, it shows to the Luxury Sailing Yacht industry</p><p>how value innovations can be used to open up new growth opportunities in new-found</p><p>markets.</p><p>In specific, this thesis explores the creation of new market within the LSY industry through</p><p>the usage of value innovation. Therefore, an understanding of the Luxury Sailing Yacht</p><p>market’s perception of innovation is necessary, which shows differences and similarities</p><p>between Luxury Sailing Yacht producers and users.</p><p>The theoretical basis for the research is constituted by developing new markets through value</p><p>innovation and the blue ocean strategy. Thereafter, the research empirical findings are</p><p>collected in numerous steps. First the perception of innovation on both the users and</p><p>producers is collected through a survey so as to compare their opinions and create value</p><p>curves. Based on the user survey the most innovative Luxury Sailing Yacht producers are</p><p>selected for our multiple-case study in order to get their various views on how innovation can</p><p>be used in the Luxury Sailing Yacht industry.</p><p><strong><strong><p>Key Words</p>: blue ocean strategy, customers-as-innovators, first mover, growth through</strong></strong></p><p>innovation, innovation network, lead-users, networking, new product development, perception</p><p>of innovation, value curves, value innovation, value network</p>
| Identifer | oai:union.ndltd.org:UPSALLA/oai:DiVA.org:lnu-8619 |
| Date | January 2010 |
| Creators | Andersson, Camilla, Nardini, Nadja |
| Publisher | Linnaeus University, Linnaeus School of Business and Economics, Linnaeus University, Linnaeus School of Business and Economics |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, text |
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