External factors impacting firms marketing strategies : - A study of Swedish clean-tech firms

Abstract: It is said that eco innovation is the future of Europe’s competitiveness and by that Swedish companies face an exciting opportunity within the field of clean tech. This industry is expected to continue growing worldwide but Swedish companies still have a low export rate even though they have great potential due to their advanced technology. The purpose of this paper is to study the development of firms marketing strategies regarding product-market scope and differentiation and the impact of external conditions. The study will concentrate on the development of Swedish clean-tech firm’s marketing strategies in the U.S. How the perception of competition is impacting entrant firms’ market strategies has been scrutinized with help from a model developed by the authors based on perception of barriers and incumbent’s market strategies. The findings derived from three case companies claim that there is a relationship between the perception of barriers and incumbent’s market strategies on entrant firms’ market strategy. This implies that relying on advanced technology is not enough to become successful in new markets and that a successful market strategy is dependent on more than the product itself. The entrant firm must consider its situation and its options with help from their knowledge about barriers and incumbent’s market strategies.   Key words: Strategy, clean tech, barriers, product/market scope