Commercialization Strategies in an Innovative Technology Start-up; A case study of Repiper International AB

Abstract: 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 Interna2onal AB, this paper aNempts to es2mate the opportuni2es and challenges related to the commercializa2on process of Repiper’s innova2ve method to renovate the drainage system inside the buildings. Analyzing previous theore2cal sources, the author develops a theore2cal framework in order to determine a successful commercializa2on strategy. The analysis is based on both the internal forces, as the firm’s resources and capabili2es, and the external factors, referred to as the Italian compe22ve environment. To test the validity of the framework, the Italian market was selected in agreement with the company. Recommenda2ons for the commercializa2on and entry mode decisions into the Italian market are provided to the company management.