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Creating an evidence based, competitive market analysis for international health markets
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| 1.78 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
This paper gathers evidence and builds an internationally viable business model for Thryv,
which improves the health of employees with its rewards-driven mobile application and fitness
wearable, saving companies significant productivity and health-related costs. Key findings
reveal that despite their benefits, contemporary corporate wellness programs have low
engagement rates. Existing literature and fifteen primary expert interviews attribute this lack
of use to shortcomings in user-friendliness, accessibility, social support, competition,
incentives, individualization, and data security. Thryv’s business model addresses the needs of
HR decision-makers (buyers) and employees (users) based on these seven shortcomings,
considering market conditions, competitors, and growth opportunities.
Descrição
Palavras-chave
Market size External analysis Competition Tam Sam Som Health Application International entrepreneurship