Brainstorming with Generative AI to come up with an MBA dissertation proposal: on medical aesthetics

Brainstorming with Generative AI to come up with an MBA dissertation proposal: on medical aesthetics

 

As a part-time MBA student learning to do a dissertation project, I am interested in the crude research theme of "Managing my own business of medical aesthetics in Hong Kong". In addition, I would like to include the following key words for my dissertation proposal formulation: pragmatism, exploratory research, customer value, business model adaptation". Could you suggest 4 concrete research themes for me to consider based on these ideas and preference of mine?

Based on your interests and the keywords you provided, here are four concrete, MBA‑dissertation‑ready research themes that align with managing a medical aesthetics business in Hong Kong while embedding pragmatism, exploratory research, customer value, and business model adaptation.irp-cdn.multiscreensite+2

1) Pragmatist, exploratory study of how Hong Kong medical aesthetics clinics create and deliver customer value

·        Working title: “What counts as ‘value’ for Hong Kong medical aesthetics clients? A pragmatist, exploratory study of value creation in practice.”

·        Core idea: Use a pragmatist stance to treat “customer value” not as a fixed construct but as something that emerges from real clinic–client interactions, then explore it through qualitative methods (e.g., interviews with clients and practitioners, observation of consultations, review of service journeys).josephho33.blogspot+1

·        Why it fits you: It directly supports your goal of managing your own clinic by clarifying which value dimensions (e.g., safety, results, trust, convenience, price fairness, aftercare) actually drive satisfaction and loyalty in the Hong Kong context.

·        Methodological angle: Exploratory, mixed or qualitative design under a pragmatist philosophy; data could come from 15–25 semi‑structured interviews plus service documentation, analysed thematically to produce a practical value framework for your business.scribd+1

2) Business model adaptation under regulatory and competitive pressure in Hong Kong medical aesthetics

·        Working title: “Adapting the business model of a Hong Kong medical aesthetics clinic: an exploratory, pragmatist study of strategic responses to regulation and competition.”

·        Core idea: Investigate how small/owner‑managed medical aesthetics firms in Hong Kong adapt their business models (revenue streams, service mix, pricing, channels, partnerships) in response to regulatory changes, reputation risks, and intense competition.scribd+1

·        Why it fits you: As a prospective owner, you need a clear, evidence‑based view of which business model levers are most effective and feasible in Hong Kong’s tightly scrutinised aesthetics market.

·        Methodological angle: Exploratory multiple‑case or single‑case study with a pragmatist orientation; data from owner interviews, public regulatory notices, and competitor website/offer analysis, synthesised into an adaptation framework and actionable recommendations for your own clinic.irp-cdn.multiscreensite+1

3) From customer value insights to business model redesign: an action‑oriented study for a start‑up aesthetics clinic

·        Working title: “Designing a customer‑value‑driven business model for a new Hong Kong medical aesthetics clinic: an exploratory, pragmatist action research project.”

·        Core idea: Combine the first two themes by first exploring what clients value, then using those insights to iteratively design and test elements of your own clinic’s business model (e.g., membership plans, bundled treatments, digital booking, aftercare packages).linkedin+1

·        Why it fits you: This is highly applied: your dissertation becomes a structured prototype for launching or refining your business, with clear “what to do next” outputs.

·        Methodological angle: Pragmatist, exploratory action research or design‑oriented study; cycles of client interviews/mini‑surveys → prototype business model tweaks → feedback, documented as a reflective, evidence‑based development process.scribd+1

4) Owner‑manager sensemaking of customer value and business model adaptation in Hong Kong medical aesthetics

·        Working title: “How owner‑managers of Hong Kong medical aesthetics clinics make sense of customer value and adapt their business models: a pragmatist, exploratory inquiry.”

·        Core idea: Focus on the decision‑making of owner‑managers: how they interpret client feedback, market signals, and regulatory constraints, and how those interpretations shape business model changes.

·        Why it fits you: As you prepare to run your own clinic, understanding the cognitive and practical processes behind successful adaptation can help you avoid common pitfalls and structure your own decision routines.

·        Methodological angle: Exploratory qualitative study under a pragmatist lens; in‑depth interviews with 8–12 owner‑managers, possibly complemented by your own reflective journal as a practitioner‑researcher, analysed to surface patterns in sensemaking and adaptation.

 

I choose research theme 3 for my dissertation project; please suggest some related research issues and public-media reported issues on this topic. Also suggest 3 academic theories (with references in Harvard reference format) to me.

Excellent choice. Theme 3 (“Designing a customer‑value‑driven business model for a new Hong Kong medical aesthetics clinic”) is both practical and researchable. Below are (1) concrete research issues you can tackle, (2) public‑media/regulatory issues in Hong Kong that make the topic salient, and (3) three academic theories you can anchor your study in, with Harvard‑style references.hkexnews+3

1) Suggested research issues (aligned with your keywords)

These are framed so they can become research questions/objectives in your proposal.irp-cdn.multiscreensite+1

·        What dimensions of customer value matter most?
Which value attributes (e.g., safety/clinical credibility, visible results, trust in practitioner, price fairness, convenience, aftercare, privacy) drive satisfaction, repeat purchase, and referrals for Hong Kong medical aesthetics clients?consumer.org

·        How do customer value insights translate into business model choices?
How do specific value insights (e.g., “clients fear hidden upsells” or “aftercare is decisive”) lead to concrete adaptations in revenue models (membership vs pay‑per‑treatment), service bundles, pricing transparency, channel mix (walk‑in vs appointment vs tele‑consult), and partnership choices?tandfonline

·        What adaptation pathways are feasible for an owner‑managed start‑up?
Given resource constraints, which business model adaptations are most implementable and impactful for a new clinic (e.g., subscription plans, bundled treatments, digital booking, outcome guarantees, aftercare protocols), and in what sequence?pdfs.semanticscholar+1

·        How does a pragmatist, exploratory design support iterative redesign?
How can cycles of client interviews/feedback → prototype business model tweaks → re‑testing be structured as a rigorous, pragmatic research process that yields both academic insight and actionable design rules for your clinic?josephho33.blogspot+1

·        What tensions/trade‑offs arise when adapting the model?
Where do tensions appear between personalisation and privacy, between aggressive acquisition and trust, or between discounting and perceived quality—and how do successful clinics navigate them?consumer.org+1

2) Public‑media and regulatory issues in Hong Kong (why this topic matters)

These are widely reported concerns that give your study real‑world urgency and a clear problem context.hkexnews+2

·        Fragmented market and intense competition
Industry overviews note “over 300 medical aesthetic centres” in Hong Kong offering non‑surgical services, creating a crowded, price‑competitive environment where differentiation via value and trust is critical.hkexnews

·        Consumer protection concerns: aggressive selling and aftercare gaps
The Consumer Council’s work on medical beauty services highlights recurring complaints: persistent/forceful selling, service quality drops after package purchase, and inadequate aftercare—issues that directly erode perceived customer value and trust.consumer.org

·        Safety, information asymmetry, and trust deficits
Public reporting emphasises the importance of clear explanations by treatment personnel, comfortable processes, and honest selling; failures here fuel dissatisfaction and reputational risk, making value‑driven design (transparent pricing, qualified staff, robust aftercare) strategically important.consumer.org

·        Technology and service evolution pressures
Media coverage of “the future of medical aesthetics” points to evolving laser technologies and service standards, pushing clinics to adapt offerings and operating models to stay credible and competitive.hongkongbusiness

These issues map neatly onto your keywords: you can explore customer value in this trust‑sensitive context, then study business model adaptation (e.g., transparent pricing, membership/aftercare structures, staff incentives) using an exploratory, pragmatist approach.consumer.org+1

3) Three academic theories to anchor your dissertation (Harvard style)

These connect directly to customer value, service‑centric business models, and innovation/adaptation.

1.    Service‑Dominant Logic (S‑D Logic) – frames value as co‑created with customers through service ecosystems and relationships, ideal for studying how value perceptions should shape your clinic’s offerings and interactions.

·        Vargo, S.L. and Lusch, R.F. (2008) ‘Service-dominant logic as a foundation for a general theory’, in Lusch, R.F. and Vargo, S.L. (eds) The service-dominant logic of marketing: Dialog, debate, and directions. Armonk, NY: M.E. Sharpe, pp. 40–65.scirp+1

2.    Business Model Innovation (BMI) framework (value creation–value proposition–value capture) – gives you a structured lens to design and analyse adaptations: how you create value (capabilities/processes), what you offer (proposition/channels/relationships), and how you capture value (pricing/revenue/cost).onlinelibrary.wiley+1

·        Clauss, T. (2017) ‘Measuring business model innovation: conceptualization, scale development, and proof of application’, R&D Management, 47(3), pp. 385–403.tandfonline

3.    Dynamic Capabilities – explains how firms sense opportunities/threats, seize them through reconfiguration, and transform resources; highly relevant for an owner‑manager iteratively adapting the clinic’s model based on customer insights and market signals.journals.sagepub+1

·        Teece, D.J., Pisano, G. and Shuen, A. (1997) ‘Dynamic capabilities and strategic management’, Strategic Management Journal, 18(7), pp. 509–533.

 

I intend to employ the mixed methods research approach and make use of a questionnaire survey and a focus group as my primary research methods. Could you come up with a dissertation proposal with project title, 4 research objectives, 3 research questions, a brief research methodology, as well as some comments on the originality, academic and practical values of this 4-month part-time MBA project?

 

Proposed MBA Dissertation Proposal (4‑month, part‑time)

Project title

Designing a customer‑value‑driven business model for a new medical aesthetics clinic in Hong Kong: an exploratory, pragmatist mixed‑methods study.irp-cdn.multiscreensite+1

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Research objectives (4)

1.    Identify and prioritise the dimensions of customer value that matter most to Hong Kong medical aesthetics clients (e.g., safety/clinical credibility, visible results, trust, price fairness, convenience, aftercare, privacy).consumer.org

2.    Map how these value dimensions translate into concrete business model design choices for an owner‑managed start‑up clinic (e.g., membership vs pay‑per‑treatment, service bundles, pricing transparency, channel mix, aftercare protocols).tandfonline

3.    Develop and iteratively refine a prototype business model for a new Hong Kong medical aesthetics clinic, using customer value insights and feedback cycles.irp-cdn.multiscreensite+1

4.    Formulate actionable, evidence‑based recommendations for launching and adapting the clinic’s business model in Hong Kong’s competitive and regulation‑sensitive market.hkexnews+1

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Research questions (3)

• RQ1: What are the most salient dimensions of customer value for clients of medical aesthetics services in Hong Kong, and how do these vary by client segment (e.g., age, treatment type, prior experience)?consumer.org
• RQ2: How do specific customer value insights lead to adaptations in key business model components (value proposition, revenue model, channels, relationships, key activities/resources) for a new clinic?onlinelibrary.wiley+1
• RQ3: What feasible adaptation pathway (sequence of business model changes) can an owner‑manager follow to design and launch a customer‑value‑driven medical aesthetics clinic in Hong Kong?pdfs.semanticscholar+1

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Brief research methodology (mixed methods, pragmatist, exploratory)

• Philosophical stance: Pragmatism – treating “customer value” and “business model adaptation” as practical problems to be solved through what works in context, justifying mixed methods and iterative design.josephho33.blogspot+1
• Design: Exploratory sequential mixed methods:
• Phase 1 – Questionnaire survey (quantitative):
• Target: ~150–250 respondents who have used or considered medical aesthetics services in Hong Kong (recruited via social media, clinic networks, personal contacts).
• Instrument: Likert‑scale items measuring value dimensions (adapted from S‑D logic/value literature), perceived trust/safety, price fairness, aftercare importance, and behavioural intentions (repeat purchase, referral).
• Analysis: Descriptive statistics, factor analysis (to identify value dimensions), and regression/PLS‑SEM‑style analysis (if scope allows) to test which value dimensions most strongly predict satisfaction/loyalty.scribd+1
• Phase 2 – Focus group (qualitative):
• Participants: 6–10 purposively selected survey respondents (mix of segments) plus 2–3 industry practitioners (e.g., clinic manager, senior aesthetician).
• Focus: Deep dive into how value perceptions shape service expectations; co‑design discussion of business model elements (pricing models, membership, bundles, aftercare, digital booking, transparency).
• Analysis: Thematic analysis to surface patterns, tensions, and concrete design ideas for the prototype business model.scribd+1
• Integration: Use survey results to identify which value dimensions matter most; use focus group findings to interpret why and to co‑create specific business model features. Synthesize into a prototype business model canvas and an adaptation roadmap.onlinelibrary.wiley+1
• Ethics: Informed consent, anonymity, voluntary participation, secure data storage; special sensitivity given the personal nature of aesthetics treatments.scribd

(Timeframe suggestion, 4 months: Month 1 – literature review, instrument design, ethics; Month 2 – survey deployment and analysis; Month 3 – focus group and integration; Month 4 – prototype development, write‑up, recommendations.)irp-cdn.multiscreensite+1

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Comments on originality, academic and practical value

• Originality:
• Most BMI and customer value studies are in generic service or tech contexts; applying them to Hong Kong’s medical aesthetics sector—especially from an owner‑manager, start‑up perspective—offers a contextually novel contribution.hkexnews+1
• Combining a pragmatist, exploratory stance with mixed methods to design (not just describe) a business model moves beyond typical descriptive MBA projects toward action‑oriented, design‑informed research.josephho33.blogspot+1
• Academic value:
• Extends service‑dominant logic and business model innovation literature by showing how value perceptions concretely shape business model components in a trust‑sensitive, regulated service setting.onlinelibrary.wiley+1
• Demonstrates a replicable mixed‑methods, pragmatist approach for small‑firm BMI in other professional service contexts (e.g., dental aesthetics, wellness clinics).irp-cdn.multiscreensite+1
• Practical value:
• Produces a ready‑to‑use prototype business model and adaptation roadmap tailored to Hong Kong, directly supporting your plan to launch/manage your own clinic.consumer.org+1
• Addresses real market pain points (aggressive selling, aftercare gaps, trust deficits) by grounding business model choices in empirically identified customer value drivers, thereby improving differentiation and long‑term viability.

A collection of blog notes on using chatgpt for research purpose.