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Compact case
Case
-
Reference no. 806-004-1
Subject category: Entrepreneurship
Authors: Julian Birkinshaw (London Business School (LBS)); Tina Claudia Chini (London Business School (LBS))
Published by: London Business School
Published in: 2006
Length: 5 pages
Data source: Field research
Topics: Innovation; Technology commercialisation; Internationalisation; Marketing; Strategy and general management
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Abstract

This is the first of a two-case series (806-004-1 and 806-005-1). This case shows the difficulties of creating a market for a new technology. Although Genersys'' technology is well proven in other markets, it is new for UK customers. Genersys also faces difficulties in positioning their company within the industry, ie, to win against established competition, as well as to convince customers about the product''s benefits.
Location:
UK, Germany, International
Industry:
Renewable energy
Size:
Small
Other setting(s):
1970-2005
Teaching note
-
Reference no. 806-004-8
Subject category: Entrepreneurship
Authors: Tina Claudia Chini (WU Wien-Institute for International Marketing Management)
Published by: London Business School
Published in: 2006
Length: 3 pages
Data source: Field research
View full details
Compact case
Case
-
Reference no. 806-005-1
Subject category: Entrepreneurship
Authors: Julian Birkinshaw (London Business School (LBS)); Tina Claudia Chini (WU Wien-Institute for International Marketing Management)
Published by: London Business School
Published in: 2006
Length: 3 pages
Data source: Published sources
Topics: Innovation Commercialisation; Internationalisation; Marketing; Strategy and general management
View full details

About

Abstract

This is the first of a two-case series (806-004-1 and 806-005-1). This case shows the difficulties of creating a market for a new technology. Although Genersys'' technology is well proven in other markets, it is new for UK customers. Genersys also faces difficulties in positioning their company within the industry, ie, to win against established competition, as well as to convince customers about the product''s benefits.

Settings

Location:
UK, Germany, International
Industry:
Renewable energy
Size:
Small
Other setting(s):
1970-2005

Related

Teaching note
-
Reference no. 806-004-8
Subject category: Entrepreneurship
Authors: Tina Claudia Chini (WU Wien-Institute for International Marketing Management)
Published by: London Business School
Published in: 2006
Length: 3 pages
Data source: Field research
View full details
Compact case
Case
-
Reference no. 806-005-1
Subject category: Entrepreneurship
Authors: Julian Birkinshaw (London Business School (LBS)); Tina Claudia Chini (WU Wien-Institute for International Marketing Management)
Published by: London Business School
Published in: 2006
Length: 3 pages
Data source: Published sources
Topics: Innovation Commercialisation; Internationalisation; Marketing; Strategy and general management
View full details