......................................................................................................................................................
2 ACKNOWLEDGEMENTS
..............................................................................................................................
3 TABLE
OF
CONTENTS
..................................................................................................................................
4 1.
INTRODUCTION
........................................................................................................................................
7 1.1
PURPOSE
......................................................................................................................................................................
7 1.1.1
Business
Model
and
Commercialization
.................................................................................................
7 1.1.2
The
Case
of
EMGS
.............................................................................................................................................
8 1.2
RESEARCH
QUESTION
...............................................................................................................................................
9 1.3
LITERATURE
REVIEW
............................................................................................................................................
10 1.4
STRUCTURE
..............................................................................................................................................................
11 2.
METHODOLOGY
....................................................................................................................................
13 2.1
RESEARCH
APPROACH
...........................................................................................................................................
13 2.2
RESEARCH
DESIGN
.................................................................................................................................................
13 2.2.1
Research
Strategy
..........................................................................................................................................
14 2.2.2
Methodology
....................................................................................................................................................
14 2.2.3
Time
Horizon
...................................................................................................................................................
15 2.3
DATA
COLLECTION
.................................................................................................................................................
15 2.3.1
Sampling
............................................................................................................................................................
15 2.3.2
Semi-‐Structured
Interviews
......................................................................................................................
16 2.3.3
Written
Documents
.......................................................................................................................................
17 2.4
DATA
ANALYSIS
......................................................................................................................................................
17 2.5
EVALUATION
OF
RESEARCH
..................................................................................................................................
17 2.5.1
Reliability
..........................................................................................................................................................
18 2.5.2
Validity
and
Generalizability
....................................................................................................................
18 2.5.3
Interviewer/Interviewee
Bias
..................................................................................................................
18 2.5.4
Ethical
Considerations
................................................................................................................................
19 3.
FRAMEWORKS
.......................................................................................................................................
20 3.1
BUSINESS
MODELS
.................................................................................................................................................
20 3.1.1
What
is
a
Business
Model?
.........................................................................................................................
20 3.1.2
Theoretical
Foundation
..............................................................................................................................
20 3.1.3
Business
Models
to
Capture
Value
from
Innovative
New
Technology
....................................
21 3.1.4
Business
Model
vs.
Business
Strategy
....................................................................................................
22