Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
External factors impacting firms marketing strategies: - A study of Swedish clean-tech firms
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2010 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

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

Place, publisher, year, edition, pages
2010. , p. 73
Keywords [en]
Strategy, clean tech, barriers, product/market scope
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-7123OAI: oai:DiVA.org:lnu-7123DiVA, id: diva2:343077
Subject / course
Business Administration - Organization Leadership
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Projects
Svenska miljöteknikföretags marknadsexpansionAvailable from: 2010-08-12 Created: 2010-08-12 Last updated: 2016-05-09Bibliographically approved

Open Access in DiVA

fulltext(2219 kB)818 downloads
File information
File name FULLTEXT01.pdfFile size 2219 kBChecksum SHA-512
010f711f9872b1d88ff6a7852cce51740b60aedf4ed8b687bb0a0f9a7707ca73960e3ca6174d2e581fd10d242421a872fedab4c2836259c7b071dea845e93b85
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Hedin, MattiasCarlbrant, Thérése
By organisation
Linnaeus School of Business and Economics
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 818 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 641 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf