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Commercialization of petroleum technology : a case study of EMGS’s business model and the commercialization of their marine CSEM technology

机译：石油技术的商业化：以EMGS商业模式及其海洋CSEM技术的商业化为例

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摘要

This master thesis is a case study, and deals with the business model’s role in thecommercialization process of petroleum technology. The case being studied is Norwegiangeophysical service company EMGS and their marine CSEM technology, a technologysupporting oil companies in their search for oil and gas. EMGS was established in 2002, inorder to commercialize this technology. Through the exploration of EMGS’s business modelthroughout the years, this thesis tries to identify why EMGS and the marine CSEMtechnology has not yet achieved the predicted commercial success.The theoretical basis is general literature on the business model concept, as well as literatureon value creation, value delivery and value capture. The literature served as a basis toidentify concepts and ideas that were interesting to study further in the research process. Theempirical data is collected through interviews with key employees at EMGS and supportedthrough extensive written documentation.The thesis identifies characteristics of EMGS’s business model, and why the marine CSEMtechnology has not yet become an integrated part of oil companies’ exploration toolkit. Oneproblematic area is the delivery of after-sales services. The oil companies lack knowledgeabout the technology, and need support in the interpretation phase. However, they arehesitant to share necessary information and data with EMGS. Another problem is the presalesand marketing efforts. The technology has a potential 90 % success rate, but there arestill large amounts of skeptics. This implies that the marketing procedures should beimproved. Another key finding is the oil companies’ strong bargaining power, hinderingEMGS’s value capture. It is also discovered through the thesis that outside events like thefinancial crisis have affected EMGS’s opportunities to deliver value.At the end, some recommendations for the further commercialization process of the marineCSEM technology are proposed.
机译：该硕士论文是一个案例研究，涉及商业模式在石油技术商业化过程中的作用。正在研究的案例是挪威地球物理服务公司EMGS及其海洋CSEM技术，该技术支持石油公司寻找石油和天然气。 EMGS成立于2002年，目的是将该技术商业化。通过多年来对EMGS商业模式的探索，本文试图找出EMGS和海洋CSEM技术为何尚未实现预期的商业成功。理论基础是关于商业模式概念的一般文献，以及有关价值创造，价值的文献。交付和价值获取。文献作为识别在研究过程中有待进一步研究的概念和思想的基础。经验数据是通过与EMGS的关键员工进行访谈而收集的，并得到了大量书面文档的支持。本文确定了EMGS商业模式的特征，以及为何海洋CSEM技术尚未成为石油公司勘探工具包中不可或缺的一部分。一个问题的领域是提供售后服务。石油公司缺乏有关技术的知识，因此在解释阶段需要支持。但是，它们很容易与EMGS共享必要的信息和数据。另一个问题是售前和营销工作。该技术的成功率可能达到90％，但仍然存在大量怀疑论者。这意味着应该改进营销程序。另一个关键发现是石油公司强大的讨价还价能力，阻碍了EMGS的价值获取。通过论文还发现，金融危机等外部事件影响了EMGS创造价值的机会。最后，提出了一些进一步建议MarineCSEM技术商业化的建议。

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    Lunde Mari Danielsen;

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  • 年度 2014
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