Technology-related companies with a narrow market scope are highly dependent on their markets and are often not able to exploit its growth potential, albeit they have the required technology. Based on a multi-case study research this paper delivers a methodology how companies can implement the...

Background: Many technology-driven companies are highly specialised and often focused on only one business segment. Therefore, they are faced with a narrow market scope and have to ask themselves, how to develop new profit potential in the future (Kim/Mauborgne, 2005; Zook/Seidensticker, 2004)....