Bimby, the game changing innovative technology

: the portuguese case

Abstract

How was a product like “Bimby” able to penetrate an unexplored market and maintain its leadership for more than 16 years while facing fierce competition, with cheaper and good quality products? How did Bimby adapt and prevail through the digitalization of the industry, maintaining itself faithful to their business model and values? Is the urge for constant innovation a serious issue to be considered in the product business model? Will the years to come prove difficult for the company with the rising appearance of similar and highly competitive products? This thesis herby presented in a case study form, intends to focus on the international product, Bimby and its strategic path throughout the years. In a form of an educational tool, this thesis study allows students to apply theoretical concepts and strategic frameworks developed in class to real business situations. The case study intends to explain how Vorwerk, the company which sells Bimby, with a unique product and business model, can maintain itself as market leadership in a very competitive industry where imitation is a constant concern. Moreover, it is crucial to understand how Bimby’s business model enables them to maintain their competitive advantage and continually boost sales and their network of clients, focusing their business to customer satisfaction and personalization, developing a strong connection with all their clients, and revealing a different approach when compared with other players in the industry. In this case, our focus will be on Portugal’s operation and its direct competitors.

Date of Award	25 May 2018
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Cardeal (Supervisor)