Acknowledgments ......I
摘要... II
Abstract ........III
CHAPTER 1: INTRODUCTION ......1
1.1. BACKGROUND: THE DIGITIZATION ........1
1.1.1. Digitization: a world phenomenon ...1
1.1.2. The emergence of Digital Marketing4
1.1.3. The Digital Disruption..........6
1.2 CURRENT STATUS.... .... .......9
1.2.1. The internet of “me” .9
1.2.2. The economy of “we”.........11
1.2.3. The fourth wave in the digitization of business......13
1.3. RESEARCH IMPLICATIONS .........16
1.3.1. Theoretical Implications .....16
1.3.2. Practical Implications .........17
CHAPTER 2: LITERATURE REVIEW .....19
2.1. LITEARATURE REVIEW APPLIED TO THE NEW VENTURE .19
2.2. MODELS AND APPLICATIONS ....22
2.2.1. Models, concepts and frameworks .22
2.2.1.1. The Canvas Business Model ........22
2.2.1.2. The Value Proposition Canvas .....23
2.2.1.3. The Lean Startup Method 25
2.2.1.4. Porter’s Five Forces Analysis ......27
2.2.1.5. SWOTAnalysis ...28
2.2.2. Application of the relevant models, concepts and frameworks .........29
CHAPTER 3: PRODUCT AND OPPORTUNITY ..30
3.1. PRODUCT DEFINITION .....30
3.1.1. Introduction 30
3.1.2. Introduction: Market Target 31
3.1.3. Product Definition: GeneralAspects ..........32
3.1.4. Product Definition: Accounts .........36
3.1.5. Product Definition: Open Product Features37
3.1.6. Product Definition: Local Product Features ...........46
3.1.7. Product Definition: Feature Blocks 54
3.1.8. Product Definition: Remarks ..........58
3.2. THE OPPORTUNITY ...........60
3.3. THE STRATEGY ......62
3.3.1. The Strategy: General Aspects........62
3.3.2. The Strategy: Monetization 643.3.3. The Strategy: Phases of Product Development ......67
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