Between tradition and agility: how Swiss start-ups are overcoming the consequences of individualisation through market segmentation and the 'lean start-up' approach
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Author (Corporation)
Publication date
2025
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Type
04B - Conference paper
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The Proceedings of the 20th European Conference on Innovation and Entrepreneurship
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Pages / Duration
556-565
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Publisher / Publishing institution
Academic Conferences International
Place of publication / Event location
Krakau
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Abstract
This study investigates how Swiss startups address the challenges posed by individualised customer needs through traditional market segmentation and Lean Startup principles. The theory of individualisation highlights the shift towards self-determination, diverse lifestyles, and complex customer interactions. By analysing 44 business plans from the Swiss Innovation Challenge, the research reveals that startups predominantly use traditional methods like market segmentation and qualitative data collection to manage customer differentiation. While Lean Startup principles such as close customer contact and minimum viable products (MVPs) are commonly employed, the build-measure-learn feedback loop is less frequently applied. Our findings underscore the effectiveness of combining traditional market research techniques with Lean Startup principles to foster innovation and customer-centric product development.
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European Conference on Innovation and Entrepreneurship (ECIE 2025)
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Language
English
Created during FHNW affiliation
Yes
Strategic action fields FHNW
Publication status
Published
Review
peer-reviewed
Open access category
Diamond
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Citation
Philippi, S., Hinz, A., Kabous, L., & Hanna, M. (2025). Between tradition and agility: how Swiss start-ups are overcoming the consequences of individualisation through market segmentation and the ‘lean start-up’ approach. The Proceedings of the 20th European Conference on Innovation and Entrepreneurship, 556–565. https://doi.org/10.34190/ecie.20.1.3860