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Portland State University

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2019

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B-Line Sustainable Urban Delivery: Can Last-Mile Bicycle Delivery Survive The E-Commerce Minefield?, Madeleine Pullman, Jacen Greene, Wanying Shi, Stephan Kaplan Nov 2019

B-Line Sustainable Urban Delivery: Can Last-Mile Bicycle Delivery Survive The E-Commerce Minefield?, Madeleine Pullman, Jacen Greene, Wanying Shi, Stephan Kaplan

Business Faculty Publications and Presentations

As the population of cities in the western United States continues to boom, the demand for retail and wholesale food has followed suit. To deal with the accompanying increase in traffic and congestion from population and business growth, the city of Portland planned to increase bikeways and reduce the use of single-occupant vehicles to less than 30% of total commuters by 2026. Despite efforts to decrease dependence on vehicles, traffic congestion in Portland
continued to increase, and traditional vehicle delivery in the urban area became less and less efficient. As ride-sharing services and online retailers increased their presence in the …


Paints-R-Us Term Project, Tyler Campbell, Skye Gilbreth, Michael Oluwole, Elijah Raffo, Brad Unruh Oct 2019

Paints-R-Us Term Project, Tyler Campbell, Skye Gilbreth, Michael Oluwole, Elijah Raffo, Brad Unruh

Engineering and Technology Management Student Projects

This project will consider a linear product mix optimization problem for a fictional paint company, Paints-R-Us. Paints-R-Us is a wholesale paint manufacturer located in the Pacific Northwest. The Global Production Manager, Steve Brush, has been tasked with maximizing Paints-R-Us’s profit in the upcoming quarter. Steve Brush oversees the global production plan, and in collaboration with the production planners will develop a production plan which optimizes the profits that Paints-R-Us can create in the quarter accounting for the following criteria:

• Demand in the given quarter for each of the 5 paint types that Paints-R-Us produces • The warehousing storage capacity …


The Nonprofit Nerd (September 2019), The Nonprofit Institute At Portland State University Sep 2019

The Nonprofit Nerd (September 2019), The Nonprofit Institute At Portland State University

The Nonprofit Institute Newsletter

This month's topic is program evaluation education.

We are taking this month to introduce you to an educator, evaluator, researcher, and academic who is also The Nonprofit Institute’s Interim Director, Dr. Masami Nishishiba.

The Nonprofit Institute has been preparing for another year of the popular Professional Certificate in Nonprofit Program Evaluation, offered in partnership with WVDO. Dr. Nishishiba has been integral in transitioning the organization into another year. We are fortunate to have her expertise in research and evaluation design available to our institute and to students joining us in 2019-2020 learning opportunities.

We're also excited to share news about …


Planning For Multiple Shopping Goals In The Marketplace, Jacob Suher, Szu-Chi Huang, Leonard Lee Jul 2019

Planning For Multiple Shopping Goals In The Marketplace, Jacob Suher, Szu-Chi Huang, Leonard Lee

Business Faculty Publications and Presentations

Four online grocery‐shopping experiments and one field study using video‐tracking technology at a grocery store document how shoppers’ motivation evolves from the beginning to the end of their shopping trips. We uncover unique motivational patterns as shoppers achieve multiple subgoals (i.e., choose multiple grocery items) to complete their trips: a monotonic decrease in motivation for shoppers with a shopping list versus a curvilinear trend (i.e., decrease then increase) in motivation for shoppers without a list. In addition, we demonstrate how to reverse the observed patterns for shoppers with a list by changing their reference points for tracking progress. The discovery …


The Woodworks: At The Convention Center Portland, Chase Bennington, Angie Lyman, Jay Reedy, Abby Taylor, Geoffrey Taylor, Joe Taylor Jul 2019

The Woodworks: At The Convention Center Portland, Chase Bennington, Angie Lyman, Jay Reedy, Abby Taylor, Geoffrey Taylor, Joe Taylor

Real Estate Development Workshop Projects

The subject site is situated on the northeastern corner of the Portland Convention Center, between NE Martin Luther King Blvd and NE Grand Ave. Both parcels of land are owned by Prosper Portland, who is interested in establishing stable income streams from this land. The Woodworks building will provide 132,059 SF of creative office space, 27,880 SF of retail space on the ground floor, and 67 underground parking stalls. The first floor retail amenities will capitalize on traffic from the adjacent convention center and will include local small business retailers, women-and-minority owned businesses, a childcare service, and organic eateries. The …


Lloyd Urban Village (Luv), East Portland, Shellee Mccullick, Cait Olds, Eriko Shimada, Damon Tidwell, Eric Zechenelly, Nikki Zhao Jul 2019

Lloyd Urban Village (Luv), East Portland, Shellee Mccullick, Cait Olds, Eriko Shimada, Damon Tidwell, Eric Zechenelly, Nikki Zhao

Real Estate Development Workshop Projects

The LUV consists of 4 buildings with a central public gathering space. This new development has two primary goals:

1. Create a pedestrian friendly urban village in Lloyd that will draw the public to this burgeoning entertainment district.

2. Build a marketable and profitable development that will provide the highest and best use for the site.


The Drive-Inn: Producer Space For Visionaries, Portland, Corey Cabrera, Melissa Meagher, Clayton Crowhurst, Jacob Pavlik, Jarrod Howard, Spencer Stegmann Jul 2019

The Drive-Inn: Producer Space For Visionaries, Portland, Corey Cabrera, Melissa Meagher, Clayton Crowhurst, Jacob Pavlik, Jarrod Howard, Spencer Stegmann

Real Estate Development Workshop Projects

Consisting of retail, industrial office, production space and a one-of-a-kind tenant amenity rooftop cinema space, the Drive-in experience metaphorically hints to the production process with space for collaboration, creation & illustration. Say goodbye to one-size-fits-all creative office space that has inundated Portland for the past five years. The Drive-in caters to a missing niche of visionary tenants with unprecedented design and shiny owner returns. Take a seat and relax. This is the Drive-in.


The Nonprofit Nerd (July 2019), The Nonprofit Institute At Portland State University Jul 2019

The Nonprofit Nerd (July 2019), The Nonprofit Institute At Portland State University

The Nonprofit Institute Newsletter

This month’s topic is learning program evaluation.

This month we are excited to share the perspective and experience of a recent certificate recipient from The Nonprofit Institute's Professional Certificate in Nonprofit Program Evaluation, a partnership with WVDO.

We celebrate the accomplishments of this year's cohort, including our interviewee Barrett Ebright Karnes, for completing the Professional Certificate in Nonprofit Program Evaluation. This year's participants explored a wide range of questions and circumstances related to program evaluation and their organizations. Thanks to the diversity of the nonprofit sector represented in the cohort, we saw how program evaluation applied across many different service …


The Impact Of Framing On Acceptance Of Cultured Meat, Christopher Bryant, Courtney Dillard Jul 2019

The Impact Of Framing On Acceptance Of Cultured Meat, Christopher Bryant, Courtney Dillard

University Studies Faculty Publications and Presentations

Cultured meat can be produced from growing animal cells in-vitro rather than as part of a living animal. This technology has the potential to address several of the major ethical, environmental, and public health concerns associated with conventional meat production. However, research has highlighted some consumer uncertainty regarding the concept. Although several studies have examined the media coverage of this new food technology, research linking different frames to differences in consumer attitudes is lacking. In an experimental study, we expose U.S. adults (n = 480) to one of three different frames on cultured meat: “societal benefits,” “high tech,” and “same …


Understanding The Consequences Of Newcomer Proactive Behaviors: The Moderating Contextual Role Of Servant Leadership, Talya N. Bauer, Serge Perrot, Robert C. Liden, Berrin Erdogan Jun 2019

Understanding The Consequences Of Newcomer Proactive Behaviors: The Moderating Contextual Role Of Servant Leadership, Talya N. Bauer, Serge Perrot, Robert C. Liden, Berrin Erdogan

Business Faculty Publications and Presentations

Proactive newcomers are more successful in terms of integration and job satisfaction, than newcomers who are less proactive. However, it is unclear whether contextual factors, such as the leadership style experienced by newcomers, matter. To address this gap in the literature, we gathered data at three times from 247 new employees across their first six months after joining a company in France. Given that past research has found that newcomers play an active role in their own adjustment process, in the current study we investigate how newcomer proactive behaviors relate to the key outcomes of job satisfaction, person-job fit, and …


The Nonprofit Nerd (June 2019), The Nonprofit Institute At Portland State University Jun 2019

The Nonprofit Nerd (June 2019), The Nonprofit Institute At Portland State University

The Nonprofit Institute Newsletter

This month’s topic is evaluation with immigrant communities.

For years, immigration and immigrant communities have been at the center of a national and international conversation about nationhood, global dynamics, and human rights. Despite the enormity of this complex conversation, the below interview with Nelda Reyes, principal at AB Cultural Drivers, highlights the possibilities evaluators and researchers have working with these populations.

We hope that through reading this edition, our readers feel prepared to “be of service,” as Nelda puts it, when researching or evaluating with diverse and multi-dimensional immigrant communities.

Let the resources and insights we share in The Nonprofit …


Exoskeleton, Vinu Casper, Liliana Fitzpatrick Apr 2019

Exoskeleton, Vinu Casper, Liliana Fitzpatrick

Engineering and Technology Management Student Projects

This is a research about the marketing plan for exoskeleton wearable devices. The objective is to provide a meaningful Customer Value Proposition to the prospective customers.The Samsung company SWOT analysis is the basis for a marketing strategy. The exoskeleton features and market definition is included in the analysis. A competitor analysis of homogeneus exoskeletons providers is included to review the current market. An exhaustive customer analysis was performed to identify the customer needs as the input for the marketing plan development. The potential market was identified to learn about the exoskeleton market share opportunity. The exoskeleton global market is analyzed …


The Nonprofit Nerd (April 2019), The Nonprofit Institute At Portland State University Apr 2019

The Nonprofit Nerd (April 2019), The Nonprofit Institute At Portland State University

The Nonprofit Institute Newsletter

This month’s topic is participatory evaluation with youth.

Talking about youth in evaluation would not be appropriate without including youth perspectives. This month, thanks to The Nonprofit Institute’s instructor Thuan Duong, we are fortunate to share insights from youth actively involved in a major program evaluation. As part of the evaluation of the DHS Child Welfare’s LIFE Program (see program description below), Thuan works with a Youth Advisory Board (YAB), who are collaboratively interviewed below.

Besides working as a Research Associate with Portland State University’s Center for Improvement of Child & Family Services, Thuan is an instructor for the Professional …


Catsvision: Smart Lens Marketing Plan, Neeti Verma, Mert Cihan Tonkal, Chaitali Sunil Sawant, Poonam Ganoskar, John Tacco-Melendez Apr 2019

Catsvision: Smart Lens Marketing Plan, Neeti Verma, Mert Cihan Tonkal, Chaitali Sunil Sawant, Poonam Ganoskar, John Tacco-Melendez

Engineering and Technology Management Student Projects

CatsVision is a new product Samsung is interested in developing for improved visibility in low-light conditions. The product is a set of smart contact lenses with graphene coating technology to help generate sharper image for better vision in the people diagnosed with retinitis pigmentosa.

Retinitis pigmentosa is a genetic disease that leads to a breakdown and loss of cells in the retina. It is estimated to affect 1 in 3,500 to 1 in 4,000 people in the United States and Europe. This market segment is chosen to act as a launching vehicle for the product to gain acceptance information from …


Hierarchical Decision Model For Housing Decision In The Portland Metropolitan Area, Adediji Adewunmi Apr 2019

Hierarchical Decision Model For Housing Decision In The Portland Metropolitan Area, Adediji Adewunmi

Engineering and Technology Management Student Projects

The Portland Metropolitan Area is one of the fastest growing in the Nation. A good percentage of in-migrants to Oregon end up in this area. This study aimed at creating a model to help individuals decide which city on the Oregon site of the Portland metro they should purchase housing.

Decision criteria was elicited from experts using a modified form of Delphi method, an HDM model was created and experts were asked to evaluate these criteria by making pair-wise comparisons. Once the HDM model was computed, the means were analyzed and it was determined that the city of Beaverton was …


Decision Making On Pursuing Computer Science Masters In United States, Chaitali Sunil Sawant Apr 2019

Decision Making On Pursuing Computer Science Masters In United States, Chaitali Sunil Sawant

Engineering and Technology Management Student Projects

Graduate study comprises of sophisticated degree program which focuses on academic mastery or profession. It will build a strong foundation which emphasis on research and practical training. When it comes to pursuing master, there are many options to consider but the most important option is college and your interest. As USA is a home to many of the world’s most prestigious universities (including half of the global top 10), and hosts more international students than any other country. The master’s degree in USA is mostly research-based which helps the students to build skill set and knowledge that help them grow …


Selection Of Hr E-Recruitment Solution, Saisanjay Talari Apr 2019

Selection Of Hr E-Recruitment Solution, Saisanjay Talari

Engineering and Technology Management Student Projects

This paper mainly discusses the decision making process of Recruitment Software Selection for mid-sized organizations while comparing and contrasting some heuristics and biases that are encountered during the decision making process. Based on the current IT landscape in the organization, four recruitment solutions have been shortlisted and a decision has to be made to recommend one software solution to the management team. HDM tool has been identified to evaluate the solutions with the help of experts who are ERP (Enterprise resource planning) Consultants with more than 8 years of industry experience. Also feedback has been collected from the HR Users …


The Nonprofit Nerd (March 2019), The Nonprofit Institute At Portland State University Mar 2019

The Nonprofit Nerd (March 2019), The Nonprofit Institute At Portland State University

The Nonprofit Institute Newsletter

This month’s topic is evaluation with trauma survivors.

This issue, we are examining the unique considerations of evaluating programs working with trauma survivors. With the help of Vanessa Timmons, Executive Director of the Oregon Coalition Against Domestic and Sexual Violence (OCADSV), we will explore methods for evaluating programs, including “survivor-led evaluation.”

More funders are asking nonprofits to relate services to ACEs and evaluate trauma-informed practice. Many organizations have always seen this connection between trauma and the nonprofit sector, even when services are not specific to healing from trauma.

Who do you visualize when you hear “trauma survivor?” Perhaps you …


Unintended Consequences: How Suppliers Compensate For Price Concessions And The Role Of Organizational Justice In Buyer-Supplier Relations, Steven Carnovale, John W. Henke, Scott Duhadway, Sengun Yeniyurt Mar 2019

Unintended Consequences: How Suppliers Compensate For Price Concessions And The Role Of Organizational Justice In Buyer-Supplier Relations, Steven Carnovale, John W. Henke, Scott Duhadway, Sengun Yeniyurt

Business Faculty Publications and Presentations

“You get what you pay for” is one of life's lessons that predominates in purchasing decisions individuals make in their personal lives. The results of this study suggest this lesson should also prevail among management when price‐related purchasing decisions in businesses are being made. An evaluation of over 1,700 purchasing instances across seven years of a longitudinal panel data set collected from Tier 1 production suppliers to the six major North American automotive Original Equipment Manufacturers (OEMs), Chrysler, Ford, General Motors, Honda, Nissan, and Toyota, found that suppliers compensate for price concessions and price reduction pressure from the OEM in …


A New Product Anti-Counterfeiting Blockchain Using A Truly Decentralized Dynamic Consensus Protocol, Naif Alzahrani, Nirupama Bulusu Mar 2019

A New Product Anti-Counterfeiting Blockchain Using A Truly Decentralized Dynamic Consensus Protocol, Naif Alzahrani, Nirupama Bulusu

Computer Science Faculty Publications and Presentations

The growth of counterfeit goods has plagued the international community for decades. Nowadays, the battle against counterfeiting remains a significant challenge. Most of the current anti‐counterfeiting systems are centralized. Motivated by the evolution of blockchain technology, we propose (Block‐Supply), a decentralized anti‐counterfeiting supply chain that exploits NFC and blockchain technologies. This paper also proposes a new truly decentralized consensus protocol that, unlike most of the existing protocols, does not require PoW and randomly employs a different set of different size of validators each time a new block is proposed. Our protocol utilizes a game theoretical model to analyze the risk …


Try, Try Again: Lessons Learned From Success And Failure In Participatory Modeling, Eleanor J. Sterling, Moira Zellner, Karen E. Jenni, Kirsten Leong, Pierre D. Glynn, Todd K. Bendor, Pierre Bommel, Klaus Hubacek, Antonie J. Jetter, Rebecca Jordan, Laura Schmitt Olabisi, Michael Paolisso, Steven Gray Feb 2019

Try, Try Again: Lessons Learned From Success And Failure In Participatory Modeling, Eleanor J. Sterling, Moira Zellner, Karen E. Jenni, Kirsten Leong, Pierre D. Glynn, Todd K. Bendor, Pierre Bommel, Klaus Hubacek, Antonie J. Jetter, Rebecca Jordan, Laura Schmitt Olabisi, Michael Paolisso, Steven Gray

Engineering and Technology Management Faculty Publications and Presentations

Participatory Modeling (PM) is becoming increasingly common in environmental planning and conservation, due in part to advances in cyberinfrastructure as well as to greater recognition of the importance of engaging a diverse array of stakeholders in decision making. We provide lessons learned, based on over 200 years of the authors’ cumulative and diverse experience, about PM processes. These include successful and, perhaps more importantly, not-so-successful trials. Our collective interdisciplinary background has supported the development, testing, and evaluation of a rich range of collaborative modeling approaches. We share here what we have learned as a community of participatory modelers, within three …


Ossia Marketing Plan - Hearing Aid Batteries & Starkey Partnership, Abdalilah Owaishiz, Bret Hunley, Caitlin Mohnike, Radha Shrikhande, Tyler Stahl Jan 2019

Ossia Marketing Plan - Hearing Aid Batteries & Starkey Partnership, Abdalilah Owaishiz, Bret Hunley, Caitlin Mohnike, Radha Shrikhande, Tyler Stahl

Engineering and Technology Management Student Projects

Using this marketing plan, Ossia, a wireless power technology company, will launch into a new market - hearing aid batteries. By partnering with Starkey Manufacturing, a United States based hearing aid manufacturer, they will be able to capitalize on Starkey’s existing user base and sales team, allowing fast entry into the market.

There are four products that are the basis for this plan - a base antenna, expansion antenna, cloud-based management portal, and a wirelessly powered hearing aid battery (using Cota Powered Technology). Starting with a Total Addressable Market of just over 51,000 people (or approximately $4.6 million in potential …


A Review And Synthesis Of The Work Ability Literature, David Cadiz, Grant Brady, Jennifer R. Rineer, Donald M. Truxillo Jan 2019

A Review And Synthesis Of The Work Ability Literature, David Cadiz, Grant Brady, Jennifer R. Rineer, Donald M. Truxillo

Business Faculty Publications and Presentations

There is a growing literature investigating aging and work due to increasing numbers of older working adults. One emerging research line has focused on work ability (WA), or workers’ functional capacity to meet work demands, including the antecedents of WA and how WA affects work attitudes, performance, and retirement. Our article provides the first comprehensive multidisciplinary (e.g., medicine, psychology, management) review of the WA literature to date. In our review, we discuss the evolution and limitations of WA measurement and conceptualization that could limit future advancements in WA research, integrate WA with organizational and lifespan development theories, synthesize the extant …


The Nonprofit Nerd (January 2019), The Nonprofit Institute At Portland State University Jan 2019

The Nonprofit Nerd (January 2019), The Nonprofit Institute At Portland State University

The Nonprofit Institute Newsletter

This month's topic is culturally-responsive evaluation with Native and Indigenous communities.

In this issue, we explore culturally-responsive evaluation for Native American or Indigenous communities. This is the first of a series focusing on culture and equity.

According to “Leading with Tradition,” The Portland Metro region has been home to many nations including the Multnomah, Wasco, Cowlitz, Kathlamet, Clackamas, bands of Chinook, and more. Across Oregon, there are nine federally-recognized tribes. According to the Coalition of Communities of Color’s "An Unsettling Report", Portland is the ninth largest urban Native population, and this diverse Native community is served by almost 30 …


Evaluating The Selection Of Cellular Business Using A Hierarchical Decision Model: The Case Of Libya, Maoloud Dabab, Rafaa Ibrahim Khalifa, Nader Beltaif Jan 2019

Evaluating The Selection Of Cellular Business Using A Hierarchical Decision Model: The Case Of Libya, Maoloud Dabab, Rafaa Ibrahim Khalifa, Nader Beltaif

Engineering and Technology Management Faculty Publications and Presentations

With all of the changes and challenges in Libya, the country possesses many positive attributes for carefully targeted investment in several sectors and seeks to use the last updated technology to improve public service. The Libyan ministry of telecommunication is interested in long-term investment in the cellular telecom industry. Although the ministry and its national operators have sought to catch up to the fast growth of the technology and provide the best service to the customers, the sector needs some reforms. Therefore, to improve prospects for success, four options (privatization of the companies, licensing a new foreign operator, supporting existing …


Analysis Of The Cryptocurrency Adoption Decision: Literature Review, Saeed Alzahrani, Tugrul Daim Jan 2019

Analysis Of The Cryptocurrency Adoption Decision: Literature Review, Saeed Alzahrani, Tugrul Daim

Engineering and Technology Management Faculty Publications and Presentations

Cryptocurrency is a recent and significant innovation in the financial industry. The goal is to offer a currency that is not tied, created, or backed by a government. Cryptocurrency use the Blockchain technology as the financial platform. Cryptocurrency adoption level has increased, and the market has grown dramatically. There have not been enough literature investigating the adoption and acceptance of the cryptocurrency by users. The aim of this paper is to fill the gap in the current literature by investigating the current cryptocurrency adoption level, adoption-influencing factors, providing an in-depth analysis of these factors and discussing some pitfalls surrounding the …


Strategic Alliances For Technology Adoption: Alliances And Partnerships For Blockchain Adoption, Anju Babu, Charles Weber Jan 2019

Strategic Alliances For Technology Adoption: Alliances And Partnerships For Blockchain Adoption, Anju Babu, Charles Weber

Engineering and Technology Management Faculty Publications and Presentations

This paper aims to study the relevance and importance of strategic alliances for emerging technology adoption. The case researched and discussed here is Blockchain adoption in the semiconductor industry. As a technology, Blockchain has been around for over a decade and is known to provide tremendous value in business transactions. However, the adoption has not gained traction mainly due to the fact that it takes a network to adopt an industrial Blockchain and cannot work in silos. Most companies are shying away from it as they haven't explored what makes a successful strategy for adoption. A literature review was done …


Exploring Entrepreneurship In The Academic Environment, Cagla Seneler, Marina Dabic, Abdalilah Owaishiz, Tugrul Daim Jan 2019

Exploring Entrepreneurship In The Academic Environment, Cagla Seneler, Marina Dabic, Abdalilah Owaishiz, Tugrul Daim

Engineering and Technology Management Faculty Publications and Presentations

The entrepreneurial university has taken a prodigious influence globally and studies show the expedient value of entrepreneurship in education. Universities are performing various entrepreneurship activities alongside their main objectives of teaching and research. This study evaluates university faculty of different work experiences and positions of their perceptions toward the entrepreneurial university. Analysis of Variances (ANOVA) and Least Significant Difference (LSD) comparisons were performed on participants work experience by evaluating certain factors of the entrepreneurship university. Independent sample t-tests were conducted to reveal faculty's awareness of entrepreneurship in their universities. The results help in understanding the interpersonal dynamics within academic organizations. …


The Changing Moral Mirror Of Society: From Human To Artifical Intelligent Systems, Gary Langford, Teresa Langford Jan 2019

The Changing Moral Mirror Of Society: From Human To Artifical Intelligent Systems, Gary Langford, Teresa Langford

Engineering and Technology Management Faculty Publications and Presentations

Management of technology and its development carry along the responsibility and consequences for interactions between Human and Artificial Intelligent Systems (AIS). In spite of all good intentions, the effects and repercussions of conflicts between Human and the systems built with intent to assist Human may be proceeding along the path that will recognize a dismal mistake in judgment. Dreadful and intolerable impositions on Human behavior may arise regardless of how AIS is designed. That is not to say progress should cease, but rather to make the case that intensely determined efforts need to delve into the uses and implications of …


Building A Sustainable Business Model Through Technology Entrepreneurship: An Analysis Of Business Models From A System And A System Of Systems Perspective, Gary Langford, Teresa Langford Jan 2019

Building A Sustainable Business Model Through Technology Entrepreneurship: An Analysis Of Business Models From A System And A System Of Systems Perspective, Gary Langford, Teresa Langford

Engineering and Technology Management Faculty Publications and Presentations

Case study methods are used to identify key elements of business models in highly competitive environments. Small businesses, in particular, must rely on entrepreneurial prowess and innovation, adapt to their environment, have sufficient resources, and skillfully manage project outcomes in entrepreneurial start-up situations. This research hypothesized that a problem faced by entrepreneurial organizations is due to the fundamental flaws and poor adaptability of their business models to satisfy needs of customers and prospective customers. The problem is that the flow of value from business to customer was different from the flow of value from business to user. Two kinds of …