Single-case research on the business development of a B2B service company in the healthcare industry

Abstract

This dissertation project was made closely collaborating with a newly founded B2B service company trying to position itself in the multifaceted healthcare industry. The research starts by figuring out the best ways to help the business develop as it continues to grow during the making of the paper. Two approaches were proposed after the literature review. The first is a primary research approach, implemented to delve deep into the needs of the customers and the structure of the competitive landscape. The subsequent approach combines the primary data with secondary research to further define the market and elaborate on the challenges faced by the Company. The study found that the way to position in this complex ecosystem moves away from conventional schemes and should be done through an alternative path to service adoption. The secondary research provided additional insights into how various models can assist in estimating and analyzing the market. The dissertation provides clear recommendations for the Company, but also elaborates on how B2B service companies should be studied in an academic setting. From a practical standpoint, the Company was given highlights regarding the key aspects to focus on in terms of positioning and customer needs, then the Recommendations provide a more actionable proposal. Additionally, this paper discusses the most important factors to consider when conducting an academic study and exemplifies some of the more complex relationships that can be expected.

Date of Award	4 Jul 2022
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)