Proposal on improving the microbial sequencing and identification services
Zeng-Hannukainen, Zhen (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052013642
https://urn.fi/URN:NBN:fi:amk-2025052013642
Tiivistelmä
The case company specializes in providing sequencing services for genetic diagnostics, research, and pharmaceutical applications. However, its current microbial sequencing offering has shown low sales performance, as it cannot fully address the diverse needs of its customers. The objective of this study was to develop a proposal to improve the case company's microbial sequencing and identification services for microbiological researchers.
The study was conducted using the applied action research approaches, structured into four stages with three rounds of data collection. In the first stage, the analysis of the current microbial sequencing service portfolios was carried out by interviewing key stakeholders and internal documentation review (Data collection round one). A significant service gap, the lack of fungal component sequencing, was revealed and was selected as the primary focus of solution development due to its strategic importance. In the second stage, the ideas and best practices were gathered from relevant literature, resulting in a conceptual framework divided into four dimensions: technological feasibility and capacity development, service design and pricing strategies, operational considerations and implementational considerations. This conceptual framework served as the basis for co-creating the initial proposal in the third stage by internal interviews with key stakeholders (Data collection round two). The initial proposal was then presented to the management team for validation and improvement suggestions (Data collection round three). Based on the feedback received, the final proposal was refined and completed.
The outcome of the study is a proposal to enhance the case company's microbial sequencing and identification services by introducing the fungal component sequencing into its microbial service offerings. By bridging the identified gap, the developed proposal meets the evolving customer needs, enhance the company’s market competitiveness and supports revenue growth.
The study was conducted using the applied action research approaches, structured into four stages with three rounds of data collection. In the first stage, the analysis of the current microbial sequencing service portfolios was carried out by interviewing key stakeholders and internal documentation review (Data collection round one). A significant service gap, the lack of fungal component sequencing, was revealed and was selected as the primary focus of solution development due to its strategic importance. In the second stage, the ideas and best practices were gathered from relevant literature, resulting in a conceptual framework divided into four dimensions: technological feasibility and capacity development, service design and pricing strategies, operational considerations and implementational considerations. This conceptual framework served as the basis for co-creating the initial proposal in the third stage by internal interviews with key stakeholders (Data collection round two). The initial proposal was then presented to the management team for validation and improvement suggestions (Data collection round three). Based on the feedback received, the final proposal was refined and completed.
The outcome of the study is a proposal to enhance the case company's microbial sequencing and identification services by introducing the fungal component sequencing into its microbial service offerings. By bridging the identified gap, the developed proposal meets the evolving customer needs, enhance the company’s market competitiveness and supports revenue growth.