A new fruit quality system comes to market : a market entry case study

This Market Entry Case picks up this new technology marketing case study as the venture moves into the serious business of being a commercially viable contestant. The case considers the potential of the Near Infra Red (NIR) spectroscopy technology to revolutionise the fruit markets of the world as well as the realities of trying to change existing practices and culture. The dilemma of first-mover advantage as compared to learning from the mistakes of early competitors is included. Various possible business models are introduced. The case also asks the students to relate new product/service launch theory to the NIR grading product and calibration service. An Instructors Note is available.