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  • 1.
    God, Jon
    Mid Sweden University, Faculty of Science, Technology and Media, Department of Information Systems and Technology.
    Investerare & start-ups med fokus på hållbar utveckling: Discrete Choice Experiments för att undersöka investerares benägenhet att investera i hållbar utveckling2019Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    A sustainable development becomes more and more important with an increasing number of catastrophic and long-term changes to the environment due to global warming. This also means that all the actors in the society needs to take their responsibility to combat this development. One of these actors are the private sector where the investors plays a large part in which companies that gets to develop their ideas and make a difference in the world. So, the question is: are investors taking that responsibility today and invest in start-ups with a focus on sustainable development in their business plans. This thesis aims to study how inclined investors are to invest in start-ups with a focus on sustainable development in their business plan. This is tested though Discrete Choice Experiments where 14 investors got to choose between three different companies with different levels of focus on sustainable development. Company A with the least amount of sustainability, company B with some focus and company C with a high focus on sustainable development. The Discrete Choice Experiments were distributed through a survey format where the companies were represented with a Business Model Canvas each and the investors first got to choose between company A & B, then A & C, and then company B & C. The results show that investors chose company A with the least amount of focus on sustainable development in 26 percent of the cases, company B with some focus in 45 percent, and company C with a high amount of focus in 29 percent of the cases. The study also shows a variation between different groups of investors, i.e. the investors who identified themselves as women were more inclined on investing in more sustainable options then men, and angel investors showed a clear willingness to invest in sustainability compared to venture capitals. The conclusions of the study are that its purpose was fulfilled and that the research questions was answered, investors showed an inclination to investing in companies with some focus on sustainable development but not too much. The results of the study can be used by companies in need of investments since they can see what group they should focus on to increase their chances. It is despite this also important to remember that the reliability and the validity of the study can be criticised with flaws for example in the reputability of the results. Future research within the area should study larger populations of investors to see if the same patterns repeat itself in other groups. It should also split the different attributes of the business model to see if different attributes play a larger part when investors decide which company to invest in.

  • 2.
    God, Jon
    Mid Sweden University, Faculty of Science, Technology and Media, Department of Information Systems and Technology.
    Market analysis for a simulated microgravity random positioning machine2018Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The impact of gravity on organic material such as the human body has been a growing research field ever since the dawn of space flight. The Random Positioning Machine (RPM) is used to simulate microgravity on organisms without the use of real microgravity that is both expensive and scarcely available. This enables in-depth studies on the effect of weightlessness on organic materials in a controlled environment with relatively small means. The RPM has not yet been commercialized to a broader market but the most recent improvements to the machine creates possibilities for a start-up business revolving around the RPM. A method including both qualitative and quantitative models based on a case study were used to capture both aspects and to understand both how far in development the technologies were and the potential in the different market segments. The TRL for the different UVP’s of the RPM were generally ranked high except for the modularity and the market segment ranking shows that, from the four chosen segments, the food fermentation and fat crystallization segments have the most potential. The watch industry showed a minimal amount of potential. The SWOT-analysis on the two segments shows that the biggest weakness is the inexperience with start-ups but that is countered by the possibility for support by the university. For the food fermentation, there is an opportunity for a partnership where the company Swiss Culture Collection has shown interest in cooperation but there is also the threat of end customers equating organisms produced in microgravity with GMO, and by that having a negative impact. For fat crystallization, there is an opportunity with improving the process for producing low-fat products if research shows that microgravity can affect the density of the product. On the other hand, there is a lot of research that needs to be done to get the results.

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