Publication
Pivoting for progress : Noah Therapies’ business model evolution
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | |
| datacite.subject.sdg | 03:Saúde de Qualidade | |
| datacite.subject.sdg | 08:Trabalho Digno e Crescimento Económico | |
| dc.contributor.advisor | Guedes, Nuno Magalhães | |
| dc.contributor.author | Coetzee, Bianca Louisa | |
| dc.date.accessioned | 2026-01-06T13:42:04Z | |
| dc.date.available | 2026-01-06T13:42:04Z | |
| dc.date.issued | 2025-02-10 | |
| dc.date.submitted | 2025-01-06 | |
| dc.description.abstract | This thesis examines the strategic evolution of Noah Therapies, a German digital healthcare startup, as it navigates the complexities of its market. Initially focused on a breast cancer companion app, Noah faced challenges securing investor funding, exposing gaps in its business model. In response, Noah implemented four strategic shifts: expanding its focus to holistic women’s health, transitioning from performance marketing to healthcare professional partnerships, bootstrapping operations, and adopting a service-oriented model, leading to a B2B contract to be acquired. Using a case study methodology this thesis analyzes Noah’s strategic pivots, showcasing it enabled Noah to overcome scalability, funding, and sustainability challenges. The Dissertation includes a Literature Review on topics related to the issues raised by the Case and a Teaching Note with an analysis of the challenges of the company. The findings emphasize the importance of iterative adaptation in navigating market complexities to build a sustainable business model, thereby contributing to the knowledge of business model innovation. Conclusions highlight the need for balancing scalability with mission-driven care to ensure long-term viability. | eng |
| dc.identifier.tid | 203907540 | |
| dc.identifier.uri | http://hdl.handle.net/10400.14/56266 | |
| dc.language.iso | eng | |
| dc.rights.uri | N/A | |
| dc.subject | Alemanha | |
| dc.subject | Business model innovation | |
| dc.subject | Digital healthcare start-up | |
| dc.subject | Germany | |
| dc.subject | Inovação do modelo de negócio | |
| dc.subject | Pivots estratégicos | |
| dc.subject | Start-up de cuidados de saúde digitais | |
| dc.subject | Strategic pivots | |
| dc.title | Pivoting for progress : Noah Therapies’ business model evolution | eng |
| dc.title.alternative | Pivotar para o progresso : evolução do modelo de negócio das terapias Noah | por |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| thesis.degree.name | Mestrado em Gestão e Administração de Empresas (mestrado internacional) |
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