Never-Failing Product Introduction

Abstract: This paper attempts to outline the essential steps and actions that technological start-up firms need to consider before entering new markets. Drawing specific attention to the Swedish automotive start-up Green Tech, this paper aims to evaluate the opportunities and challenges that will be encountered in the process of commercializing its new innovative vehicle. Building on previous inquiries, the authors provide a staged conceptual framework that attempts to gauge a successful product commercialization strategy. The analysis provides assessments of the firm’s internal forces, referred to as the resources and capabilities at its disposal, and the external forces, constituted by the market research findings. These dynamics comprise the core dimensions upon which the overarching entry strategy of Green Tech needs to be laid down. To affirm the validity and functionality of the framework the Italian market has been selected for the external assessment based on mutual agreements between the firm and the authors. Implications for market entry decisions and commercialization strategies are ultimately provided.