Tesi di laurea specialistica
STRATEGIC INNOVATION AND FIRST-MOVER ADVANTAGE IN THE CREATION OF A NEW BUSINESS: THE GROUPON CASE STUDY
Corso di studi
STRATEGIE E GOVERNO DELL'AZIENDA
relatore Prof. Bianchi Martini, Silvio
- strategic innovation
- competitive dynamics
Data inizio appello
Data di rilascio
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.
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