Developing a commercialisation strategy for a new technology : REAL project case study
Siddiqi, Hamad (2023)
Diplomityö
2023
School of Engineering Science, Tuotantotalous
Kaikki oikeudet pidätetään.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe20231002138018
https://urn.fi/URN:NBN:fi-fe20231002138018
Tiivistelmä
Electric traction motors are a major component of electric vehicles that convert electrical energy into mechanical power for successful vehicle electrification. A new technological concept related to electric traction motors is under development at the Lappeenranta University of Technology. In this regard, this thesis aims to prepare a commercialization strategy for a new technology product called the REAL Machine.
The success rate of commercialization and the path from the lab to the market are low and unique, respectively, for any new technology. This study targets to increase the chances of success by proposing a tailored commercialization strategy for a REAL Machine project. To achieve this goal, this study employed a qualitative research approach comprising three methods. These include literature studies, in-depth interviews with five industry experts, and a market content analysis of 40 companies in the commercial vehicle market.
The study findings revealed that the commercial vehicle electrification is a growing industry, critical for reduction in greenhouse gas emissions and holds a big future in the transportation sector. In this manner, the study exposed three target market segments in the commercial vehicle market that fit well with REAL Machine capabilities. They are arranged in the specified order of refurbishment, transportation buses, and medium-duty vehicle segments. The findings also indicate that both from the original equipment manufacturer and customer perspective, improved technical specifications, required vehicle architecture, and a user-centric approach are key to fulfilling market needs and preferences.
The success rate of commercialization and the path from the lab to the market are low and unique, respectively, for any new technology. This study targets to increase the chances of success by proposing a tailored commercialization strategy for a REAL Machine project. To achieve this goal, this study employed a qualitative research approach comprising three methods. These include literature studies, in-depth interviews with five industry experts, and a market content analysis of 40 companies in the commercial vehicle market.
The study findings revealed that the commercial vehicle electrification is a growing industry, critical for reduction in greenhouse gas emissions and holds a big future in the transportation sector. In this manner, the study exposed three target market segments in the commercial vehicle market that fit well with REAL Machine capabilities. They are arranged in the specified order of refurbishment, transportation buses, and medium-duty vehicle segments. The findings also indicate that both from the original equipment manufacturer and customer perspective, improved technical specifications, required vehicle architecture, and a user-centric approach are key to fulfilling market needs and preferences.