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dc.contributor.advisorMichael A. Cusumano.en_US
dc.contributor.authorChai, Lucia Y.en_US
dc.contributor.otherSloan School of Management.en_US
dc.coverage.spatiala-cc---en_US
dc.date.accessioned2020-09-03T17:46:50Z
dc.date.available2020-09-03T17:46:50Z
dc.date.copyright2020en_US
dc.date.issued2020en_US
dc.identifier.urihttps://hdl.handle.net/1721.1/127097
dc.descriptionThesis: S.M. in Management Studies, Massachusetts Institute of Technology, Sloan School of Management, May, 2020en_US
dc.descriptionCataloged from the official PDF of thesis.en_US
dc.descriptionIncludes bibliographical references (pages 31-32).en_US
dc.description.abstractThe adult incontinence market in China has been considered as one of the fastest-growing market, given the growing aging population and rising income spending. However, despite the boom in registered incontinence brands, the market has a low penetration of only four percent, of which only one-fifth of the products is designed for lighter incontinence leakage, a problem thirty percent of women struggled postpartum and many more who enjoy an active lifestyle. Unavailability of such products led consumers to seek inappropriate alternatives and worsen their condition physically and emotionally. There is a need for research to understand this group of consumers and their attitudes toward this issue. Therefore, the main purpose of this study is to identify various strategies to increase customer awareness and demand. Moreover, this paper presents a business plan based on factors that influence consumer's buying behavior, the competitive advantage of DTC business model, and potential marketing and sourcing strategies. The vision of the startup is to normalize the seeking of solutions for the consumers and, in return to steer the industry back on the right track.en_US
dc.description.statementofresponsibilityby Lucia Y. Chai.en_US
dc.format.extent32 pagesen_US
dc.language.isoengen_US
dc.publisherMassachusetts Institute of Technologyen_US
dc.rightsMIT theses may be protected by copyright. Please reuse MIT thesis content according to the MIT Libraries Permissions Policy, which is available through the URL provided.en_US
dc.rights.urihttp://dspace.mit.edu/handle/1721.1/7582en_US
dc.subjectSloan School of Management.en_US
dc.titleA new direction and business plan for developing and commercializing adult incontinence products in Chinaen_US
dc.typeThesisen_US
dc.description.degreeS.M. in Management Studiesen_US
dc.contributor.departmentSloan School of Managementen_US
dc.identifier.oclc1191824378en_US
dc.description.collectionS.M.inManagementStudies Massachusetts Institute of Technology, Sloan School of Managementen_US
dspace.imported2020-09-03T17:46:50Zen_US
mit.thesis.degreeMasteren_US
mit.thesis.departmentSloanen_US


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