Something Old, Something New, Something Borrowed: Innovation, Idiosyncracy and Technology Acceptance in the Case of a Startup

Dóra Sebestyén

Student thesis: Master thesis


The present work is a case study which provides an exploratory research of a Swedish startup, namely SelfieJobs. Using smartphones and having different mobile applications is very common in our everydaylife, however it may not be as common to use them in the business life in order to supplement or substitute traditional methods. The studied startup developed a mobile application with the same name (SelfieJobs), offering an alternative possibility for recruiting and job-seeking. The research problem of this study is what seems to be an oxymoron – to become successful as a startup by implementing a new concept onto a saturated market where there are low entry barriers. As a result, they have to make fast decisions so that they act before others all the while they have to engage efficiently with the users. Since a startup has highly restricted resources, it adds to the problem that they have to be careful where they investing their money. All of this and the implementation of a novel idea brings plenty of uncertainty into the business. On the other hand uncertainty can be dealt in many different ways and there are real case examples and wide literature background presenting that. SelfieJobs, as it will be presented, chose a well-established method, namely idiosyncracy. However following blindly a successful business does not lead to success in all cases. The purpose of the current study is to analyse the case of SelfieJobs according to the theories in the field and to provide understanding of different patterns in the user experience and in handling uncertainty. I will explore the connections between the user-acceptance of the application, the implementation of SelfieJobs as a recruitment tool and special business decisions such as using mimetic isomorphism for reducing uncertainty. In order to answer the research questions I will analyse the experience of preselected participants through conducting structured interviews about the mobile application developed by the case company, SelfieJob. The study will also include an interview with the company to understand their self-evaluation and what they understand and see from the user experience. The data of the research is qualitative because this is the methodology which suits the best to our purpose, to reveal the experience and the feelings of candidates in Sweden and the knowledge of the case company about their users and their experience. In the course of the research I could identify a number of core-elements which are essential to change or to establish in order to have a better-functioning service. The aim of the thesis is to use the findings which are based on the theory and give recommendations to the case company for improvement.

EducationsMSocSc in Management of Creative Business Processes , (Graduate Programme) Final Thesis
Publication date2016
Number of pages122
SupervisorsKristjan Jespersen