BUSINESS CASE DEVELOPMENT : CATEGORIZATION  AND  CHALLENGES

Abstract: Every new product launching industrial company faces the difficulties of forecasting future success or failure of a new product before launch. Before launch it is common to develop a business case in order to estimate future quantities and set prices. In the present paper the challenges of developing a standardized business case tool for a large industrial construction and mining company are presented. Few academic studies have been conducted on the challenges and complexities of developing business cases. The research question under which this study is done is: What are the challenges associated with developing an effective standardized business case tool for a large industrial construction and mining company? Due to the different subject areas of the business case for new product launch, the challenges are categorized by topics developed by the researcher in the course of this project: process and team, data gathering and validation, quantity forecast and price forecast. The main challenges found in these categories by the researcher are: finding and motivating experts for the project of developing a standardized business case, gathering and selecting all data necessary without including redundant data, ensuring that different potential new products can be forecasted and designing the price forecast to be profit-maximizing. Solutions to these challenges are provided in the context of a case company by using methods suggested by the academic literature and the evaluation of expert interviews inside the case company