Competitive by design : case study on strategic renewal in solo business
Vahanen, Reetta (2026)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202603315380
https://urn.fi/URN:NBN:fi:amk-202603315380
Tiivistelmä
This master’s thesis examined how a solo business can regain competitiveness through strategic renewal by adapting design thinking as a dynamic capability.
The research was conducted as a two-year longitudinal case study (2023–
2025) of the thesis author’s own firm. The renewal process followed the five phases of design thinking. Data was collected through qualitative methods and iterative market testing, including user interviews, a Delphi study, netnography, competitor analysis, iterative prototyping, agile market testing, customer feedback analysis, and financial performance evaluation.
The findings showed that the systematic and iterative application of design thinking led to significant business model transformation. The company’s value proposition, customer segment focus, revenue streams, and communication strategy changed substantially. Revenue grew overall by 80.4% during the renewal period.
The study suggests that while specific strategic choices might be context-dependent, the capability to implement structured experimentation through design thinking provides a transferable approach to strategic renewal in solo businesses.
The research was conducted as a two-year longitudinal case study (2023–
2025) of the thesis author’s own firm. The renewal process followed the five phases of design thinking. Data was collected through qualitative methods and iterative market testing, including user interviews, a Delphi study, netnography, competitor analysis, iterative prototyping, agile market testing, customer feedback analysis, and financial performance evaluation.
The findings showed that the systematic and iterative application of design thinking led to significant business model transformation. The company’s value proposition, customer segment focus, revenue streams, and communication strategy changed substantially. Revenue grew overall by 80.4% during the renewal period.
The study suggests that while specific strategic choices might be context-dependent, the capability to implement structured experimentation through design thinking provides a transferable approach to strategic renewal in solo businesses.