Commercialization Strategies in an Innovative Technology Start-up: A Case Study of Repiper International AB

 

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Commercialization Strategies in an Innovative Technology Start-up: A Case Study of Repiper International AB

Novembre 2017
22 pagine
978-­88-­6856-­117-­8

This master thesis aims to outline the steps and procedures that a technology-based start-up needs to consider before entering a new foreign market. Studying the Swedish company Repiper International AB, this paper attempts to estimate the opportunities and challenges related to the commercialization process of Repiper’s innovative method to renovate the drainage system inside the buildings. Analyzing previous theoretical sources, the author develops a theoretical framework in order to determine a successful commercialization strategy. The analysis is based on both the internal forces, as the firm’s resources and capabilities, and the external factors, referred to as the Italian competitive environment. To test the validity of the framework, the Italian market was selected in agreement with the company. Recommendations for the commercialization and entry mode decisions into the Italian market are provided to the company management.