Corporate Identity in a Blue Ocean: A Case Study of Too Good To Go Denmark Navigating Their Blue Ocean

Nishita Rajkumar Ramrakhyani

Studenteropgave: Kandidatafhandlinger


This study examines the Too Good To Go (Est. 2015), business model to reduce food waste, based on Blue ocean strategy to find answers to the research question “How can Too Good To Go maintain a blue ocean by enhancing their corporate identity?” Several academic models are used to analyze with the key models being; Blue Ocean Strategy from Kim and Mauborgne, originally published in 2005 as the book “Blue Ocean Strategy”. Alongside, Hatch & Schultz’ model on Corporate Identity is employed, originally published in 2008 as the book “Taking Brand Initiative”. This research was designed upon the philosophical assumptions of interpretivism to understand how social meaning and structures have been created in the context of TGTG’s blue ocean and TGTG’s corporate identity. Using an abductive approach to the case study method, the research investigated the case of TGTG, Denmark by looking to the past to determine the source of TGTG’s blue ocean and how TGTG Denmark's organizational identity has been created. It was found that TGTG can maintain a blue ocean by enhancing their relationships to external stakeholders through corporate identity, as well as investing in time to further explore what drives value for their consumers through proactively engaging in shaping Stakeholder Images.

UddannelserCand.merc.sol Strategy, Organization and Leadership, (Kandidatuddannelse) Afsluttende afhandling
Antal sider198
VejledereØjvind Larsen