Browsing by Subject "business development"

The conundrum between market entry and business development activities within innovation companies is generally regarded as a challenge. The energy industry as a whole is in a flux and the sustainable future requires drastic actions to be taken to reduce the effects of the global warming and in adaptation of a circular economy model. Using the industrial innovation company St1 Biofuels Oy as a case, this thesis will identify the decision-making components of an opportunity based target market analysis in a company, which operates in an industry with notable resource scarcity, policy regulations and variable business models. In response to this hypothesis, this study suggests an opportunity based target market analysis model that illustrates a new framework to study target markets in a systematic and analytical manner. For the purpose of the case with St1 Biofuels Oy, a market intelligence tool was created to store and process the market data and illustrate the most essential components of the theoretical model. The case study demonstrates the utilization of the opportunity model presenting the internationalization criteria and justification to a potential new R&D concept investment decision. The implications of this thesis contribute to the decision-making of the case and aid in demonstrating analytical justification for internationalization on a strategic decision-making level. This thesis introduces relevant literature to the topic and reflects the existing theories to the new model concept design. Structure and empiric base in this study were drawn together from two-stage data collection, including extensive market research and investment calculations along with semi-structured interviews with the specialists of the case company. The results of this thesis present a theoretical model and the functioning of the model is then piloted with the case study variables of St1 Biofuels Oy. Based on the discussion in this thesis, further research is suggested reflecting the model as a theoretical framework in strategic marketing planning and value-based selling studies.