Launching a new product in a new market is in most cases a guessing game. When it comes to technology and financial services sector you also run into perception and regulatory issues which normally are not a consideration at a consumer product level. Our first intersectional case study combines elements of developing a new market with setting pricing objectives, partner compensation and commissions and entry strategy for a new market for a US based insurance software business considering the move to expand to United Kingdom. The case study can be used for entrepreneurial marketing, entrepreneurial finance and product development assignments.
- B School Guide: Marketing-New Markets Case Study: Entry and pricing strategy for UK, for a US insurance software firm