• PlastiCircular Cups by Blue Ocean Vision—The Digital Transformation of Disposable Paper Cups

Abstract

According to a report by Small and Medium Enterprise Administration, the five years survival rate of startups is only 1%. Such a high mortality rate is often not because they can't find good and innovated ideas. But they often fail to build a long-term sustainable business model. This case focuses on a small and medium sized startup ─ Blue Ocean Vision. It engaged in the recycling of plastic materials, and try to introduce their project to provide recycled beverages cups in the CVSs. Through the case analysis, we allow the students to explore how companies can use the establishment of intellectual property rights in an innovative project to protect their business models and increase their sustainability.

Keywords: Business model, Innovative startups, Intellectual property rights