Optima SA environmental biotech startup in Switzerland, has developed an environmentally safe alternative to chemicals used in industrial water treatment using plant extract. Subsequent studies led to the discovery of proteins with medicinal properties and oil extract multiple applications cosmetics. With limited resources and future opportunities in the various industries, companies should try to break into markets where it has no experience and generate a revenue stream to keep it afloat through the complex sales cycle in the implementation of a (potentially) high technologies in existing industries industry. The case study discusses the elements of entrepreneurship, business strategy, and new product development in mature industries, as well as the development of strategic alliances to expand into new markets. "Hide
by Jean-Philippe Deschamps, Benoit Leleux, Atul Pahwa Source: IMD 17 pages. Publication Date: September 15, 2006. Prod. #: IMD290-PDF-ENG
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