Commercialization of Norwegian Wind Energy Technologies: A Multiple Case Study of Success Factors in the Product Launch Process

Abstract

This master thesis discusses how Norwegian companies can successfully commercialize new and immature wind energy technologies. The goal is to establish a best practice model on how to commercialize wind technology products, and to provide a practical view of this topic. A multiple and holistic case study design will be used, by exploring commercialization activities within a number of Norwegian wind energy companies. Data sources such as interviews, grey literature and journal articles will provide the foundation for the discussions.The master thesis is organized in the following way: First, a systematic literature review will be used to present relevant theories and models of commercialization and product launch strategy. A set of propositions connected to the problem statement is then presented. Second, empirical analysis, using interviews and grey literature, will add practical aspects to the problem statement. Third, the propositions, theories and analysis are discussed, with a particular focus on testing the strength of each proposition. Finally, the thesis is concluded and strategic and theoretical implications discussed.