A startup company is an emergent firm, with the potential for a business opportunity that has not achieved a stable stage. It is crucial for a startup to integrate its limited resources to create a value proposition for success. Many of the reasons for startups to fail are related to resource integration and the value proposition. Using in-depth interviews with two startup companies, I have collected their methods and motivations. With the Service-Dominant Logic perspective, I analyzed the role of a startup as a resource integrator. The study also analyzes how companies integrate resources and how the integration can influence their value propositions. The findings stand out the importance of the value proposition concept into two different roles. The first is the value proposition between a firm and its customers and the relationship with the operant resources. The second is the use of the intra value proposition between the actors in the startup ecosystem to integrate their resources. The research introduces a complementary benefit, a graphic aided illustration that startups can use it to self-analyze the standing of their organization and the relationship between the operant resources.

Table of Contents
ABSTRACT I
ACKNOWLEDGEMENT II
TABLE OF CONTENTS III
LIST OF TABLES IV
LIST OF FIGURES IV
LIST OF APPENDIX IV
CHAPTER 1. INTRODUCTION 1
CHAPTER 2. LITERATURE REVIEW 3
2.1 Startup Lifecycle 3
2.2 Service-Dominant Logic 5
2.2.1 Lexicon 5
2.2.2 Axiom and fundamental Premises 6
2.2.3 Service versus Goods 8
2.3 Social Capital Theory 9
2.4 Startups’ Failure Analysis 10
CHAPTER 3. RESEARCH AND METHODOLOGY 14
3.1 Research Design 14
3.2 Data Collection 14
3.3 Interview 14
CHAPTER 4. RESULTS OF CASE STUDY 16
4.1 Cases 16
4.1.1 Case 1. Catcatmed 16
4.1.2 Case 2. Place Alert 19
4.2 Value Proposition - Resource interaction 22
4.3 Resource Interaction 24
CHAPTER 5. DISCUSSIONS 28
5.1 Value proposition Loop 28
5.2 Value co-creation between operant resources 31
CHAPTER 6. CONCLUSION 35
6.1 Limitations 36
6.2 Implications 36
REFERENCES 37
APPENDICES 38
Appendix A 38
Appendix B 39

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