Is there a market opportunity for an economic execution of an online gifting service portal in Austria?

Abstract

IV Abstract The content of this master thesis aims at closing the gap between theory and practice and outlines a first profound literature review and second a practical implementation of a business plan. Thereof the focus of this master thesis is the framework of a detailed business plan on a concrete business idea on the web. With the maturity and increasing importance of e-business technology the interest in research and understanding of e-business model concepts and possible market exploitation is increasing steadily. As a consequence thereof discussions about existing e-business models, business model innovation and how to generate revenues and profit with the right business model on the web are very prominent topics and fields or interest at the moment (Pateli & Giaglis, 2003). Regarding the course of investigation the author will undertake a detailed literature research and evaluate the status quo of the literature in relevant fields. As an effective business model is crucial to be successful on the market the literature analysis is focusing on how winning business models are designed, which different approaches can be found currently on the market and which criteria for success can be identified. Furthermore this paper will concentrate on creating business models for the e-business industry in more detail. Furthermore this thesis used the collected insights gained from the literature analysis and will put them into practice. Know how about different business models on the web and selecting the right and adequate one for a start-up company is crucial for a successful and sustainable business. As a result this thesis is strongly focusing on reviewing and discussing different e-business models to afterwards apply the most suitable one for the realization of the business idea outlined in this master thesis. Throughout this thesis the author will prove that there is indeed a market opportunity for an economic execution of the selected business idea available. With choosing and applying the most suitable e-business model the company will fully unlock the potential of the business idea. V Nevertheless the thesis raises additional questions on out of scope topics which are not covered and does for example not give the answer on how to be more successful than other companies using the same kind of e-business models. As a result an interesting field for further research would be different sources of competitive advantages in online markets.