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Key Points on How to Enter a New Market with a New Product

Luca Ottinetti Thought Leadership
February 1, 2020

Luca Ottinetti’s company blog shares case studies that reveal how Intel and SpaceX successfully launched new products, and what went wrong with Nokia and Swissair’s business model innovations.

 

Entering a new market with new products that target new customers requires a new business model. It is a powerful strategic initiative that changes the rules of competition. It also represents a challenge with odds of success at roughly 30%, but ultimately – when done right – it rewards winners with huge returns.

Managers need to know what they’re in for if they decide to pursue this path of business growth. The challenge in entering a new market through a successful business model innovation (BMI) consists of getting two elements right:

(1) the pursuit of attractive market opportunities, and

(2) ownership of the strategic control points in the industry to protect profit streams.

We look at cases of success and failure by companies that have entered new markets with new business model designs to illustrate the determinants of success.

 

Included in this article:

  • Two case studies on successful business model innovation 
  • Two case studies on failed business model innovation

Read the full article, Market Entry through New Business Model Design, on the Great Prairie Group website.

tags Business Growth, Business Models, Case studies, product marketing