Developing the Powa Brand: A case Study on Product Development

Simon Schmidt

Student thesis: Master thesis

Abstract

This thesis is an exploratory study that investigates how a new company can launch their first product by using relevant models and theories during the product development process. The thesis aims to analyze the product development process by utilizing an inside-out approach, thereby focusing on the internal capabilities of the case company while taking into account relevant external market factors. The thesis finds that the research question is best answered by utilizing the stage-gate model adjusted for the frontend of the entrepreneurial process as well as other relevant supplementary theories and models. The stage-gate model enabled the analysis to test the model on a real life business case and to thereby make necessary adjustments and improvements to the model, which later can be used to analyze further business cases. The main findings of the thesis are that the stage-gate model adjusted for the frontend of the entrepreneurial process is an effective tool for companies seeking to launch their first product by assuring that all the steps ranging from idea generation to launching the business are conducted in an orderly and analytical manner to mitigate the risk of financial losses and increase the chances of economic success.

EducationsCand.merc.smc Strategic Market Creation, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2019
Number of pages100
SupervisorsHenrik Johannsen Duus