Market Entry Strategies for New Industrial Products: Definition and Classification

Abstract

The article presents a conceptualization of the term "market entry strategy for a new product" within the context of the economic paradigm known as the “next normality.” The authors emphasize that in today’s highly turbulent business environment, the classical understanding of strategy as a fixed action plan is becoming obsolete. Instead, strategy is acquiring the features of an adaptive navigation system grounded in the enterprise’s vision, its capacity for transformation, and its ability to construct new market realities.

The study proposes an original definition of strategy as the result of a company’s vision for development within the dynamics of the commodity market. This definition includes the company’s perspective on the product, behavioral models, distribution channels, and competitive positioning.

The main objective of the research is to develop a classification of market entry strategies for new industrial products, taking into account factors such as the level of innovation, position in the technological value chain, business model of the enterprise, and the type of market interaction.

The methodological foundation of the research is an interdisciplinary paradigm that integrates approaches from strategic marketing, innovation management, and modern frameworks for shaping corporate vision. As a result of the study, the concepts of “enterprise strategy” and “product launch strategy” are reinterpreted in light of the emerging challenges posed by digital transformation, market fragmentation, evolving consumer behavior, and the growing importance of corporate social responsibility.

Based on the conducted analysis, the authors propose a multifactor taxonomy of market entry strategies for new products. The classification comprises thirteen category groups, including: vision-driven strategies, market penetration methods, development models, degrees of technological novelty, positions in the enterprise’s technological chain, among others. Special attention is given to the interrelation between the strategic vision of the enterprise and the type of marketing behavior during the product launch stage.

The results obtained are of both theoretical significance (by expanding the understanding of the multidimensional nature of product launch strategies) and practical value for enterprises aiming to select effective market strategies under conditions of uncertainty and rapid environmental change. The proposed classification can be used as an analytical model for strategic planning in the B2B sector and as a basis for forming roadmaps for innovative product launches. The article provides a foundation for further research, particularly empirical testing of the effectiveness of individual strategies across different industries and the development of systems for assessing the market relevance of strategic models.