Market potential assessment for the launch of innovative online collaboration software: Case of German technological start-up

Abstract

This master thesis had on purpose to develop an analytical tool to address the problem of market potential assessment of innovative online collaboration software (OCS) under the condition of market uncertainty and apply it to a particular case of a German technological start-up. The development of the tool encompassed stages of determination of key OCS attributes influencing its acceptance, choice-based сonjoint analysis of customer preferences, Bass model validation for OCS market and market simulation. Stages were incorporated into MS Excel tool, which was applied to the case of German start-up. Conducted steps of this study represent a new possible approach to IT adoption research for products with high level of market uncertainty. Designed analytical tool could serve as assistance for practitioners in the OCS industry for the launch of new products.