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Creating an evidence based, competitive value proposition for international health markets
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| 1.95 MB | Adobe PDF |
Orientador(es)
Resumo(s)
This paper gathers evidence and builds an internationally viable value proposition in the
context of a group-produced 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 from a group-conducted
literature review 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 value proposition 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
Health Entrepreneurship Business model Value proposition International management Entrepreneurial strategy Technology