LUGGit’s innovation model : how far can a luggage start-up travel?

• Autor(a) principal: Cabral, Francisca da Paz Coelho
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/41025
• topic: Internationalisation; Disruptive innovation; Born globals; First mover; Internacionalização; Inovação disruptiva; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

LUGGit was founded in 2019 with the vision to “build an end-to-end travel journey without travellers ever carrying luggage”. LUGGit realised there was a high demand for a market without a suitable offer and provided a unique service that allowed customers to have their luggage collected, stored, and delivered back at the time and place of their choosing. The service was initially launched in Lisbon, then Porto. In October 2021 it was the turn of Vienna. This set the beginning for the fast internationalisation path that LUGGit was aiming for. In 2022 the prediction was of launching the service in at least 5 European capitals. Heading for a fast internationalisation seemed the right decision to try and have a first mover advantage. Nevertheless, competitors with deeper pockets could be attracted by the market potential uncovered by LUGGit and take advantage of the company’s innovative idea. The Dissertation aims to analyse how should LUGGit manage its internationalisation process. For this purpose, it includes a Case Study with relevant information about the start-up’s journey, a Literature Review section on theoretical topics related to the Case issues, and a Teaching Note that analyses the key areas of the Case.