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Strategic niche market behaviour of Luxembourgish hidden champions : The role of customer interactions for B2B niche market selection, positioning and defending

Engeldinger, Michèle
(2020)

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EngeldingerMichele_25511300_2020.pdf
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Details

Supervisors
Kamp, Bartholomeus
Faculty
Louvain School of Management
Degree label
Master [120] en sciences de gestion
Abstract
This thesis focuses on Luxembourgish “hidden champions”; companies that are successfully operating in narrow (B2B) market segments on a global scale with products or services that are not known to the general public. More concretely, this thesis analyses different market innovation strategies of hidden champions and analyses how they expand their existing niches and/or find completely new ones, e.g. by working together with other companies or costumers. In parallel, focus also lays on examining whether hidden champions, through such co-creation (and networking) practices, can install or raise entry barriers for (current and/or potential) competitors as well as developing competitive advantages.