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New product launch: How startups meet the environmental challenges during product launch
University West, School of Business, Economics and IT, Division of Business Administration.
University West, School of Business, Economics and IT, Division of Business Administration.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The thesis is about New Product Launch - How startups meet the environmental challenges during product launch. Elodie Duhoo and Chloé Vasseur have written it during the spring term 2019 for the degree project. This thesis project aims to understand the measures which allow overcoming environmental challenges of a startup when launching a new product. Entrepreneurs can be interested in our results in order to understand how they can overcome environmental challenges launching a new product. Scholars can also use our results as purposes of understanding startup and innovation product management literature. We answered to one research question: How do startups overcome environmental challenges during the new product launch? The study was concentrated on innovations and challenges related to the external environment, especially concerning customers and competitors when startups launch a new product. In the literature review and the theoretical frame of references part, we demonstrate that the challenges are overcome with customers adopting a product thanks to the diffusion and when customers accept the innovation, customers set aside the existing products from competitors. For purposes of supporting and comparing the existing theories, we have conducted a qualitative research through two interviews realized by Skype. We have collected rich data from two different startups -Alpha A and Alpha B- which have both launched at least one successful product. The empirical data present the identification of the environmental challenges related to customers and competitors, as well as the overcoming of these latter regarding the cases of Alpha A and Alpha B separately. Finally, the analysis part was constructed through within case studies highlighting differences and similarities between theories and Alpha A and Alpha B separately. A cross-case study analysis was also conducted in order to develop and understand the common threads and the disparities between our two cases. In that respect, we arrived at the conclusion that environmental challenges related to customers can be overcome thanks to the following measures: the understanding of the mission of the startup/the problem the startup solves, the establishment of a target strategy (the targeting of early adopters and the finding of targets segments), the preparation of a sales speech, the use of communication channels, and ROI test or/and reassurance of customers. Environmental challenges related to competitors can be overcome thanks to the following measures: relative advantage, the maintenance of the relationship with competitors.

Place, publisher, year, edition, pages
2019. , p. 49
Keywords [en]
Startup, Environmental challenges, Customer, Competition, Diffusion of innovation, New product launch
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hv:diva-14045Local ID: EXC514OAI: oai:DiVA.org:hv-14045DiVA, id: diva2:1335202
Subject / course
Business administration
Educational program
Course
Supervisors
Examiners
Available from: 2019-07-22 Created: 2019-07-04 Last updated: 2019-07-22Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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