An Explorative Study on the Compound Business Model for Healthy Diet Services in Communities
Date Issued
2009
Date
2009
Author(s)
Chiang, Su-Yu Fan
Abstract
Background and objective：Confronting the challenges of aging population, increasing burden of chronic diseases and growing expenditure on health care globally, the demand for primary care in communities is rising. Furthermore, problems like SARS, flu and food safety threaten health more and more, causing the popularity of a natural and healthy diet fashion. lthough there are lots of diet choices in the market emphasizing the “healthy diet” concept, but only a few of them actually meet the criteria of healthy diets. This study focuses on the needs and rising expectations to self-care of the baby-boomer generation. Thus, through exploring new opportunities and related innovative researches, this study tries to create a compound business model aimed at aligning healthy diet services with other care services. This study provides reference information for developing integrated care services businesses.ethods：In this study, we conducted industry analysis and case study to find out solutions and business models on healthy diet-related sectors. Furthermore, we analyzed the health care trends to address the unmet needs, and then, highlighted issues about the business model innovation, technological innovation and product vs. service innovation. The main outcome was the framework of the business model. The study framework is based on demand-driven cause-effect relations between supply and demand to outline the supply approaches, i.e. focused on the demand of healthy diet services and person-centered care services. esults：According to the result of the analysis of healthy diet industry, the items of "inherently healthy","locally grown", "providing healthier diet options", "food safety" and "self-management of health" have become the primary trends of healthy diet. The items of "dining at home", "community platform- virtual and non-virtual", "affordable luxury" and "globalization and variety" are those of lifestyle-related trends, while the new trend of "specific foods for older persons" is expected to address the needs of aging societies. By further comparing the business models, the result indicates that Whole Food Market aims at the right side of the smile curve to be the world''s leading retailer of natural and organic foods. Santa Cruz Organic Foods, Uni-president focuses on the two sides of the smile curve concurrently to create much higher profits or the added values. Green & Safe, Yuen Foong Yu Group emphasizes on production and manufacturing activities. Due to the shortages of management skills and R&D capacity, Yuen Foong Yu Group fails to achieve economies of scale. According to the analysis of health care industry, an increasing trend of providing person-centered, family-based and integrated care services through the multidisciplinary teams is found, and also the aging population is the main reason contributing to the growing demand for home care in several countries. Overall, to create an initial framework for the business model, the market position is identified as a compound business of healthy diet services in communities. It focuses on the target market which is the group of baby boomers enjoying middle to high consumption lifestyle and aims at providing healthy diet services with integrated solutions of care that is distinct from others. The product or service lines is divided into three categories: healthy diet services（consists of value-added luxury restaurants, etc.）, care services （aims at in-home services）and consulting & workroom. onclusions and Recommendations：The supply gaps exist in the primary care networks in communities offer potential opportunities for private sector: The most urgent need is the unmet demand of aging baby boomers for aging in place that should be satisfied with integrated care services solutions embedded in communities. Potential opportunities in the specific diet solutions for self-management of health and in-home services are also discovered. Create the business model to organize the elderly-centered value networks: to provide home-based integrated services solutions, and develop the collaborative relationships with primary care organizations, family physicians clinics, hospitals and etc. through the compound of healthy diet services, care services and consulting & workroom. Finally, develop virtual (Internet, etc.) and non-virtual platforms (restaurants). Integrate the value chain and develop according to the smile curve: to enhance competitive strength by building multidisciplinary teams of the healthy diet and care services and to cumulate R&D capacity for developing key technologies aimed at functional foods and beverages innovation. Ultimately, to achieve goals of branding, managing intellectual property rights and creating high value-added profits.
Subjects
Business model
Compound business model
Healthy diet services in communities
Person-centered care services
Value chain
Innovation study
Type
thesis
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