Integration of a start-up company into its market

Abstract

Businesses and especially start-ups, face significant problems while integrating into their target market. In this context, market integration definition is the extent to which a company remains profitable and relevant in competition after entering a new business environment. Some globally successful corporations have failed to integrate into their markets due to a lack of a concrete strategy implementation. This study aims to identify methods in which a business can achieve maximum profitability in different stages of market entry. Based on the review of the market trends and customer behavior analysis, the study indicates that businesses must develop a comprehensive business strategy before entering a new market. The results suggest that developing a sufficient level of market research can help organizations to identify market developments, consumer behavior, and competitor’s performance and plan a market strategy accordingly. Further study is required to understand other factors that influence market integration.