Re-Ignition of an Innovative Resilient Flooring Product - An Explorative Case Study in Re-Entry Theory
(2025) MIOM05 20251Department of Mechanical Engineering Sciences
Production Management
- Abstract
- 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 need for theory to guide organizations how to act during this phase.
This master thesis will perform a comprehensive exploration about the reentry strategy subject with the target being Bona (an international floorcare company) and its newly developed resilient floorcare solution. The product was launched in 2019 and although seeing success in... (More) - 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 need for theory to guide organizations how to act during this phase.
This master thesis will perform a comprehensive exploration about the reentry strategy subject with the target being Bona (an international floorcare company) and its newly developed resilient floorcare solution. The product was launched in 2019 and although seeing success in Europe, it never really took off in the US. An attempt to re-ignite the product on the US market is now in the making and a new strategy is required. The focus of this thesis therefore lies on the US PVC flooring market. Using a singular case study methodology with an explorative focus and qualitative data, this master thesis will aim to answer how a successful re-entry strategy can be developed for Bona on the US PVC flooring market.
A foundation for further re-entry theory is being laid with the creation of the Lindell-Wetterlöf model that aims to visualize the findings from this thesis and to guide the user on how to create a re-entry strategy. Furthermore, by using this model and adapting it to Bona’s situation, while also combining it with a market analysis, a re-entry strategy is formed to gain market shares. (Less) - Popular Abstract
- Re-Ignition of an Innovative Resilient Flooring Product: An Explorative Study in Re-Entry Theory
Being the first to explore something is exhilarating and deeply rewarding, much like stepping into uncharted territory. This master thesis aims to be among the first to explore the breathtaking subject of re-entry theory.
To stand up after taking a beating is hard, which is exactly why re-entry strategies are so difficult. Re-entry theory is a niche and unique field that builds upon go-to-market theory and comes into play when a company has failed with their initial launch and has to rethink their situation, creating a new strategy to get back up on their feet and gain market share. Although its importance cannot be stressed enough, it... (More) - Re-Ignition of an Innovative Resilient Flooring Product: An Explorative Study in Re-Entry Theory
Being the first to explore something is exhilarating and deeply rewarding, much like stepping into uncharted territory. This master thesis aims to be among the first to explore the breathtaking subject of re-entry theory.
To stand up after taking a beating is hard, which is exactly why re-entry strategies are so difficult. Re-entry theory is a niche and unique field that builds upon go-to-market theory and comes into play when a company has failed with their initial launch and has to rethink their situation, creating a new strategy to get back up on their feet and gain market share. Although its importance cannot be stressed enough, it is a severely under researched field that needs more attention.
During this master project, it became clear that a model for how to develop a re-entry strategy was absolutely necessary to take the field of re-entry theory to the next level. And the rest was history, the Lindell-Wetterlöf model was created. This is our take on how to successfully develop a re-entry strategy. Six factors were discovered to be instrumental in a re-entry strategy: these are capabilities, sales process, organization, brand, sales channels and partnerships. These come together to create the foundation for our synthesized model. Being one of the first models in re-entry theory, the contribution to the field is inconceivable.
This field of science needs real life scenarios to evolve, during this master thesis Bona, an international floor care company, was used as a case study. They have an innovative product that failed when launched on the US PVC flooring market and it was the perfect scenario for applying re-entry theory. To help Bona re-launch the product, figure out what went wrong and what should be done differently could re-entry theory be researched in a real life scenario. Findings that hopefully can be useful for other companies in similar situations as well.
Furthermore, several connections to other theoretical fields were made during this project. Tying re-entry theory to brand management, resource-based view and strengthening the bond between go-to-market theory and re-entry theory. This together with our model and its discoveries, is our contribution to the scientific field.
Learning from re-entry theory and continuing its development is necessary. In an ideal future, no company will ever fail a re-launch due to re-entry theory being so well understood and researched. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9197902
- author
- Lindell, Edvin LU and Wetterlöf, Joakim LU
- supervisor
- organization
- course
- MIOM05 20251
- year
- 2025
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- Re-entry Theory/Strategy, Go-to-Market Theory/Strategy, PVC, Resilient, Bona, Market Analysis, Resource-Based View, Brand Management
- other publication id
- 25/5315
- language
- English
- id
- 9197902
- date added to LUP
- 2025-06-17 16:43:24
- date last changed
- 2025-06-17 16:43:24
@misc{9197902,
abstract = {{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 need for theory to guide organizations how to act during this phase.
This master thesis will perform a comprehensive exploration about the reentry strategy subject with the target being Bona (an international floorcare company) and its newly developed resilient floorcare solution. The product was launched in 2019 and although seeing success in Europe, it never really took off in the US. An attempt to re-ignite the product on the US market is now in the making and a new strategy is required. The focus of this thesis therefore lies on the US PVC flooring market. Using a singular case study methodology with an explorative focus and qualitative data, this master thesis will aim to answer how a successful re-entry strategy can be developed for Bona on the US PVC flooring market.
A foundation for further re-entry theory is being laid with the creation of the Lindell-Wetterlöf model that aims to visualize the findings from this thesis and to guide the user on how to create a re-entry strategy. Furthermore, by using this model and adapting it to Bona’s situation, while also combining it with a market analysis, a re-entry strategy is formed to gain market shares.}},
author = {{Lindell, Edvin and Wetterlöf, Joakim}},
language = {{eng}},
note = {{Student Paper}},
title = {{Re-Ignition of an Innovative Resilient Flooring Product - An Explorative Case Study in Re-Entry Theory}},
year = {{2025}},
}