Oral care is known to have an impact on general wellbeing. Individuals neglecting their mouth and the care it needs, could lead to unaffordable dental expenses.
This thesis researches if more awareness regarding oral health and daily habits can lead to a higher purchase intention of personal oral care products.

The financial services sector is under pressure. These days, customers want holistic services tailored to their personal needs. This increased customer demand forces institutions to rethink the services they offer. In addition, new regulations press upon this sector. Know Your Customer and PSD2 are examples of regulations that make the current ways of working out-of-date. Moreover, new technologies give start-ups the opportunity to take over parts of the services offered by existing companies. These three trends together cause existing institutions to search for new ways to innovate; their current way of working will simply not be enough in 5-10 years time. Operating in an ecosystem, which are networks of companies working together to create new customer value, is one of the new ways that financial institutions are exploring for new potential revenue streams. The potential of these ecosystems is high: 30% of the gross world product in 2025 will be created from ecosystems. However, consortia, which are small ecosystems, miss the managerial guidelines needed for success. Furthermore, academic research is lacking on the adoption process of a consortium. Hence, the first aim of this thesis is to bridge this knowledge gap by performing a multiple case study with four financial services clients. This research is performed in the context of Distributed Ledger Technology (DLT) aka Blockchain, as this technology is seen as the ‘conversation starter’ for collaboration. The research results in a strategic framework that includes the managerial guidelines (drivers and barriers) and the desired steps in the adoption process of a DLT consortium within the financial services sector. The strategic framework identifies a service gap present in consortium adoption and asks for a neutral orchestrator with industry, technical and ideation expertise. Therefore, the second part of this thesis aims to fill this gap by designing an ecosystem proposition that Accenture, a multinational consultancy, could offer her clients. The designed proposition, Maestra, is a cross-sector orchestration service that includes three main activities: spotting opportunities, co-creating cross-sector concepts, and orchestrating the consortium. The purpose of this service is to bridge sectors by collaboration and thus creating social and environmental impact. The deliverables of Maestra consist of a service process, an implementation roadmap and a business plan. The service is validated through expert interviews and a validation session with eight consultants of Accenture. Furthermore, the service is being considered to be implemented by Accenture Benelux and the service process has already been used during a client proposal.

Polarization is one of the prominent issues of current western societies. This project takes on the challenge to design an intervention that deals with polarization in Dutch society, based on an extensive analysis of the context of the phenomenon, in order to achieve positive impact for society. It was found that even though the Netherlands is not as divided as it seems when for instance watching the news, the emphasis on extremes in the public debate is a problem. People want to belong to a group, which results into a pressure to choose for one of the extreme opinions on an issue. People with a moderate opinion either tend to go along with the extremes, or to turn their back on the public debate because they feel unrepresented. This in turn creates polarization. In order to relieve the pressure to go along with the extremes, the desired implication of the to-be-intervention is defined as to augment the presence of moderate opinions in the public debate, by making people with a moderate opinion express themselves in the public debate. The created intervention is the Pine Grenade (Dutch: Granaatappel), an emblem symbolizing outspoken reasonableness and thereby a counterpart to the ‘like’ known from social media. It is meant to serve as an appealing and recognizable representation of reasonableness in the public debate, inspiring people to express themselves in a reasonable way and relieving the pressure to choose for one of the extremes. In order to make the symbol publicly known, public figures representative to the message are approached to become ambassadors of the Pine Grenade.

Rabobank has its own corporate accelerator, called the InnoHub. Within InnoHub there are corporate startups, called the Moonshots. The assignment of this project was to develop a decision method for the brand extension decision of the B2C Moonshots. The brand extension decision is defined as the decision the Moonshots have to make in branding their proposition under the Rabobank brand or under a new brand. The final design of the decision method resulted in a process blueprint, a decision process blueprint, and a brand development workshop.