• competitive dynamics
• Groupon
• strategic innovation

In this thesis we analyze the creations of a new business through the break of the rules of the game and the creation of a new competitive scope (blue ocean): the "social commerce" industry and the "group buying". The case Groupon: launched in November 2008, Groupon was the first major daily deal provider, which has given it a great advantage over emerging competition. It has been able to leverage its first-mover advantage. In this case, we studied Groupon business model, its critical success factors and the competitive dynamics characterizing such new context.