The Establishment of a Small Challenger Company in a Segmented High-Technology Life Science Market : Challenges and Opportunities - a Model Case Study

Abstract:  This study aims to identify the challenges and opportunities of a small challenger company in a rigid and conservative high technology life science market. Strategies for finding a foothold, establish a position and creating a viable company is discussed. Qualitative and quantitative data was collected through interviews, online survey and conjoint analysis which were used as market research tools. For an entrepreneurial firm in the life science market it is important to tend to their most valuable resource, the employees, and it is vital that they have an extensive knowledge of the market that they are active in. Strategic planning tools and templates aid in executing and implementing the proposed business model. Recommendations for a model case entrepreneurial company regarding continued market research, increasing sales and strategies for marketing are made. Included in the thesis is also a discussion of wall effects in HPLC and ways to counteract them.