Nano technology product commercialization in key european markets

• Main Authors: Sampath, Shubha, 何淑珊
• Other Authors: Ho, Chester
• Format: Others
• Language: en_US
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/09163192767123266868

碩士 === 國立政治大學 === 國際經營管理碩士班(IMBA) === 97 === Objectives of the research: To identify commercial possibilities and develop an entry strategy for Nano technology product in the healthcare segment for key Western European markets. To investigate the Benelux and German customer landscape by collecting data via hospital and field expert interviews. To compile the research findings to formulate the Europe market entry strategy and provide future recommendations. Executive Summary This paper sets out to research the European market entry possibilities of ‘Nano technology Product’, an antimicrobial surface treatment that uses nano-scale technology to kill bacteria and viruses upon contact. Through face-to-face interviews with infectious disease professionals in the hospital environment, a research was conducted to understand, what needs end-users have and which procedures and products are currently employed. Furthermore, the research aimed to reveal how aware potential customers are about nanotechnology in general and ‘Nano technology Product’ in specific, what institutions govern the landscape and how end users’ budgets are set. Based on an analysis of the institutional landscape in the Netherlands, Germany and Belgium, a recommended market entry strategy is created for the ‘Nano technology Product’.