In June 2022, selected students from WU’s SIMC master program presented findings to partner executives as part of the business project course on Strategic Entrepreneurship.

The course focused on in-depth market and competitor analyses as well as customer journey analyses based on desk research and interviews. The general aim was to analyze the implications of digitalization, technological innovation, industry trends and changes (such as digital transformation), as well as strategic positioning for incumbents to foster personal and corporate entrepreneurship capabilities and to identify innovation and entrepreneurial potential by applying firm and industry analysis tools. The results included identifying best practice cases, developing a framework to derive the needs and demands of customers, evaluating the fit with current market solutions, and deducting strategic suggestions. In addition, concrete recommendations on how to position a pricing strategy and the current customer journey with the main touch- and pain points have been derived.