Commercialization of a New Innovation in a Foreign Market- The case of Piper and Egyptian Pipe Market

Abstract

The purpose of this paper is to explore and point out the several main factors that should be taken into consideration by “Piper”, a Swedish start-up company, before entering a foreign market with their new innovation. This process is carried out in order to be able to provide them with short-run, medium-run, and long-run recommendations of commercializing their new innovation in the Egyptian market; a market chosen by mutual agreement between the company and the authors. This is done based on previous models developed for companies and firms that choose to enter a foreign market with their new innovation. The internal and external factors affecting Piper are carefully explored and analysed through the collection of primary and secondary data so as to be able to formulate a fitting commercialization proposal for the company.