Market-driven management of start-ups: The case of wearable technology

Abstract

The purpose of this paper is to identify and describe the drivers of lean approaches and successful management of wearable technology start-ups. The paper is a descriptive study that employed a case study methodology based on semi-structured interviews with ten start-ups’ managers in Wearable Technology 2017 conference. Participants were selected based on convenience sampling and the pre-set criteria. The current study contributes to this field through the main findings, which suggest that four stages need to be considered by starts-up for a successful market readiness, including the time of entry and overcoming market entry barriers, product attributes, product development process, and commercialization. Finally, findings were categorized in the form of an iterative learning loop model and also, practical strategies and methods were recommended for successfully going through each stage.