How to handle a changing market environment with adaptation of its current business model?

Albuquerque, AnaUecker, Phillip2017-04-262019-05-012016-05-31http://hdl.handle.net/10362/20555CEMSThe work project is an extension of the CEMS Business Project report on ”Redefining Universum Intelligence’s Product Offering”. Universum, the global leader in employer branding analytics and communication strategies, is transforming its business model towards Software as a Service (SaaS). Thus, to target the mass market of potential SME customers, Universum has established a new sales division called UI. The combined analysis of customer needs and B2B benchmarking revealed the need for a redefined client segmentation. As well as, short and long-term actions to reposition UI’ offering. Resulting from the insights gathered, recommendations for UI’s product offering have been described in this report. An academic discussion on business models links the project with this Masters research. Eventually, personal inferences reflect on the research and project work conducted.engTalent managementEmployer brandingOnline business model innovationHow to handle a changing market environment with adaptation of its current business model?master thesis201524007