Creating a shop window: the viability of an online portal for the New Zealand biotechnology industry

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dc.contributor.advisor Hollebeek, L en
dc.contributor.advisor Barker, W en Imandin, Ria en 2017-06-16T02:49:23Z en 2017 en
dc.identifier.uri en
dc.description Full text is available to authenticated members of The University of Auckland only. en
dc.description.abstract The New Zealand (NZ) biotechnology sector has immense potential in becoming an economic powerhouse for the NZ economy. It is predicted that the industry has the potential to contribute $182 billion to NZ’s GDP in 2030 (OECD, 2009). Strengths of the sector include the most high quality science publications produced per capita, and adopting a focus on applied science. However, diminutive perceptions and awareness of the industry overseas in addition to scarce corporate associations with publications have led to several government reports outlining the need for increased globalisation in order to develop the sector further. A common theme in analysing the sector currently, outlines the need for more information availability and effective use of the internet. This research uses qualitative methodology to investigate the perspectives of NZ biotechnology industry members to determine the impact an online portal could have in benefiting the industry. The portal aims to address articulated issues prominent in the sector, which include geographic remoteness, awareness of the industry and access to capital and expertise. Semi-structured interviews were used to delve into industry members’ opinions and experience, in determining the potential impact an online portal could have on the sector. Literature on customer engagement was used to inform the basis of this thesis, as well as service dominant logic in designing the portal with industry members. Issues communicated throughout the interview process were transformed into drivers of necessity for the portal. Participants also expressed their expectations for a portal, by communicating features and functions they desired, which contributes in co-creating value within the portal. Key findings illustrated that industry members believed that the creation of an online portal could act as a ‘shop window’, advertising NZ companies’ capabilities both internally and to the rest of the world to increase awareness of the industry. Use of ‘Brand NZ’ was also explored, as many participants considered the effects of connecting the desire to visit NZ with the appeal of conducting business here. en
dc.publisher ResearchSpace@Auckland en
dc.relation.ispartof Masters Thesis - University of Auckland en
dc.relation.isreferencedby UoA99264921802302091 en
dc.rights Items in ResearchSpace are protected by copyright, with all rights reserved, unless otherwise indicated. Previously published items are made available in accordance with the copyright policy of the publisher. en
dc.rights Restricted Item. Available to authenticated members of The University of Auckland. en
dc.rights.uri en
dc.rights.uri en
dc.title Creating a shop window: the viability of an online portal for the New Zealand biotechnology industry en
dc.type Thesis en Bioscience Enterprise en The University of Auckland en Masters en
dc.rights.holder Copyright: The author en
pubs.elements-id 630970 en
pubs.record-created-at-source-date 2017-06-16 en

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