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This research was aimed at identifying the problems of the kidney transplant market and then proposing business-minded solutions. The methodology that was used to compile research was an industry analysis, a business model canvas, the lean startup methodology, academic papers, popular culture references, previous and present marketing campaigns, an internship at a local hospital, and organ transplant databases. The problems I identified was that kidney transplant industry was favorable but had few competitors, a mounting demand with a lack of supply, a lack of public awareness, negative public perception, and incorrectly focused marketing campaigns. The solutions that I constructed were the endorsement of grocery retail clinics as a step to prevent a future increase in demand for kidneys, a hybridized opt-in system that would increase the supply of transplantable kidneys, a public awareness campaign that would increase the public's awareness and shift it into a positive light, and a refocused marketing campaign that centered on why people become donors. The implementation of these solutions should be solution1, then solution 3 and 4, and then after the public has enough time to ruminate, employ solution 2.
ContributorsParikh, Viniti Bhushan (Author) / Koretz, Lora (Thesis director) / Robert, Jason (Committee member) / Department of Management and Entrepreneurship (Contributor) / W. P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05