Business model and Competitive Advantage Strategies of Travel Technology Startup Company in Taiwan. Case study of Company T.

Abstract

The article studies a relatively new travel industry company. A business model analysis based on Osterwalder and Pigneur (2010) was conducted to determine possible gaps in its services and to provide appropriate growth strategies. It is a qualitative research that used an in-depth interview to three senior executives to describe the current business model of the company. Three customers were invited to conduct customer experience and demand analysis. This study used an empathy map and a value proposition map. The study suggests that the company apply big data in the business model and launch the AI smart recommendation service. it is recommended that the resource allocation and the crowding-out effect on the industry should be assessed.