Many innovations fail on the market. Non-adoption and slow diffusion represent a high risk for companies in technology-intensive industries when looking to innovate, develop, market and launch a new technology. Its diffusion in the market is a major challenge for marketing. The consequence of a failed market introduction can be financial and reputational loss. Diffusion of innovation research shows a short-coming of researching barriers and challenges which prevent new technologies from being successful. This research sheds some light in the diversity, importance and existence of barriers for the diffusion of innovation. The originality of this investigation is a mixed-methods approach to explore barriers and challenges for the diffusion of innovation. An exploratory qualitative research is performed on the unique case of digital radio diffusion in Germany. Barriers evolve by this method in addition to barriers, which so far are described in a theoretical framework. These barriers are researched empirically via an international survey with close to one thousand participants representing experienced practitioners in marketing and sales positions from different industries. Various research findings are presented. The evolving barriers are researched and show circumstances of today, such as the dominance of internet, environmental awareness or the importance of inter-industrial collaboration. Additionally, diffusion barriers from a theoretical framework are tested with empirical data. Findings are presented as evidence for diffusion barriers and their importance for the specific example of digital radio is explained. Furthermore, barriers are also generalized for different technology-intensive industries. The existence of barriers is confirmed by empirical data and patterns of variations are outlined. Validity is achieved via triangulation of methodologies and supporting literature. The findings are presented to extend the theoretical framework and to close a gap in diffusion of innovation theory. The research contributes in very different ways to existing knowledge. Apart from the theoretical contributions, methodological and practical contributions are also made. With quantitative research, the sampling strategy for an online questionnaire considers the benefits of professional social networks on a global level to contribute empirical data to a theoretical framework. The practical contribution is directed to industry stakeholders and practitioners such as in marketing. The research findings result in a framework of barriers and supporting illustrations for technology-intensive industries. Practitioners can benefit from the illustrations for strategic decision-making in business development, product and general management, marketing and sales.

En strömbrytare är en säkerhetsanordning som är utformad för att bryta strömmen om ett problem uppstår. Det finns ett flertal olika typer av brytare beroende vilket spänningsområde som avses. Brytare för lågspänning används för hushållsapparater, medan högspänningstyper används för överföring av spänning i elnätet. Högspänningsbrytare använder idag svavelhexafluorid (SF6)-gas, som ett isolerande medium för att släcka den elektriska ljusbåge som bildas när strömmen bryts. SF6 är dock problematiskt för miljön, då dess globala uppvärmningspotential (GWP) är 23 500 gånger högre jämfört med koldioxid (CO2). Företaget Hitachi ABB Power Grids har utvecklat AirPlus™-tekniken som ersätter SF6-gasen med en koldioxidbaserad gasblandning. Examensarbetet fokuserade på att utvärdera möjligheten att minska användningen av SF6 genom AirPlus™-tekniken och hur tekniken skulle kunna en introduceras på marknaden. Slutligen så utvecklades en strategi för hur detta skulle kunna ske. Studien innefattar den bakomliggande informationsinhämtningen och analysen av data, marknadsutvärdering och utvecklingen av marknadsstrategin. Detta utfördes genom att utvärdera AirPlus™-tekniken och dess konkurrenter, samt genom en kvalitativ och kvantitativ analys av implementeringen av LTA 420 kV-brytaren på marknaden. Sammanfattningsvis så visar studien att marknadsintroduktionen av strömbrytaren LTA 420 kV är genomförbar. Även om koldioxid tekniskt inte har samma prestanda som SF6, är tekniken fortfarande bra och ger starka kundfördelar: GWP minskar med över 99,9%, användningen överensstämmer med miljöregler, den ger lägre ägandekostnader, färre kontroller, lägre kostnad för hantering av koldioxidgasen, och fungerar väl vid extremt låga temperaturer. De viktigaste utmaningarna för Hitachi ABB Power Grids relaterar till konkurrensen på marknaden. Det är därför tillrådligt att företaget arbetar med en effektiv marknadsintroduktion för att säkerställa en stor marknadsandel. / A circuit breaker is a safety device designed to interrupt power if a problem is detected. There are several kinds of circuit breakers for different applications. Low-voltage circuit breakers are used for household appliances, while high-voltage types are used for transmission networks. High-voltage circuit breakers use sulfur hexafluoride (SF6) gas as an insulating medium, which extinguishes the electric arc that is formed when power is cut. However, it is a huge hazard for the environment, as its global warming potential (GWP) is 23,500 times higher than that of CO2 gas. The company Hitachi ABB Power Grids developed the AirPlus™ technology, which replaces the SF6 gas with a carbon dioxide (CO2) based gas mixture. The presented degree project has evaluated the feasibility of reducing the use of SF6 through the AirPlus™ technology and then developed a strategy for the company Hitachi ABB Power Grids for the market introduction of the eco-efficient LTA 420 kV circuit breaker. This study covers the background research, market evaluation, and market strategy.  It was done through research about the AirPlus™ technology and its competitors, so as qualitative and quantitative analysis of the LTA 420 kV circuit breaker implementation in the market. In conclusion, the study shows that the market introduction of the LTA 420 kV circuit breaker is feasible. Although CO2 is not as good an insulation medium as SF6, it is still good and presents strong customer benefits: GWP reduced by over 99.9%, compliance with new regulations, lower cost of ownership, fewer regulatory controls, reduced cost of handling the gas, and well-functioning at extremely low temperatures. The main concerns for Hitachi ABB Power Grids are related to market competition. Thus, it is advisable that the company works on an effective market introduction to assure a large market share.

There is a need for cleaner technology initiatives into the Bottom of the Pyramid (BoP) market to combat the effects of climate change. The difficulty of these initiatives lies in their business model innovation process, as those organisations struggle in finding adequate strategies to establish their business in the BoP market. The BoP market is characterised as highly uncertain, which makes the operation of businesses challenging. Hereby the thesis aims at answering the question on how organisational learning occurs in business model innovation in the BoP market. Through a case study approach, the thesis intends to understand the requirements to establish a functioning business model by analysing organisational learning under business model innovation within the BoP market. This has been realised through a three week field study in Northern Mozambique, observing the market introduction of a cleantech company operating in this context. Hereby the business model innovation process and the environment of operation was analysed. This research contributes to the current discussion of business model innovation in BoP markets by detecting organisational learning as a useful mechanism and adding relevant insights on how organisational learning occurs in this specific context. Therefore the study opens the discussion on organisational learning in business model innovation in the context of the BoP market by asking for further studies on the topic.