Trikke Tech Inc

28 Pages Posted: 5 Sep 2012

See all articles by Bruno Henrique Rocha Fernandes

Bruno Henrique Rocha Fernandes

affiliation not provided to SSRN

Angela da Rocha

affiliation not provided to SSRN

Rene Seifert Junior

affiliation not provided to SSRN

Date Written: September 2012

Abstract

Brazilian entrepreneurs founded Trikke Tech Inc. in the United States in 2000 after an unsuccessful attempt to market their product - a human‐propelled vehicle similar to a scooter - in Brazil. By 2006, Trikke Tech was a new international venture with manufacturing in China, marketing activities in the United States, R&D in Brazil, patents pending in 35 countries, and sales in 17 countries. This case study describes the company's initial steps and its strategy in the U.S. market and outlines the future challenges faced by the entrepreneurs. Specifically, the case addresses the question of how to position the new product to achieve market penetration in the United States, and which strategies and marketing programs to adopt, considering the firm's limited resources.

Suggested Citation

Fernandes, Bruno Henrique Rocha and da Rocha, Angela and Junior, Rene Seifert, Trikke Tech Inc (September 2012). Special Issue on Social Entrepreneurs' Behavior, Vol. 36, Issue 5, pp. 1075-1099, 2012, Available at SSRN: https://ssrn.com/abstract=2141622 or http://dx.doi.org/10.1111/j.1540-6520.2011.00463.x

Bruno Henrique Rocha Fernandes (Contact Author)

affiliation not provided to SSRN

No Address Available

Angela Da Rocha

affiliation not provided to SSRN

Rene Seifert Junior

affiliation not provided to SSRN

No Address Available

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