Re-Ignition of an Innovative Resilient Flooring Product - An Explorative Case Study in Re-Entry Theory
The importance of a company’s go-to-market strategy when launching a new product cannot be stressed enough, a field that is highly researched. But what happens when a product enters a market, fails and an attempt to re-launch it is being made? Re-entry theory is a subdivision of go-to-market theory that although highly important, little research and few theories can be found, creating a gap and a