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In the decades during which the topic of latecomer catch-up strategy has received attention, the advancement of technology interdisciplinary in the new era opens up a big window for opportunities. The cochlear implant (CI) industry is such an industry with high technological standard as well as great market opportunity. However, strategies of latecomers in the CI industry have not yet been thoroughly studied due to the complexity of the industry.
Thus, this paper seeks to shed some light on the high-tech latecomer catch-up strategies in cochlear implant industry. To be specific, a case of Nurotron Biotechnology Co., a latecomer firm under an emerging market background of China has been studied. By analyzing latecomer advantages and disadvantages, with the support of primary data through interviews and secondary data from various sources, this study finds out that obtaining price advantage, enhancing products quality and innovation capacity, being customer oriented and advanced international networking contribute to the success of high-tech latecomer firms.
The findings allow latecomer firms to synthesize market catch-up strategy with technical innovation capacity to develop insights into latecomer strategies, through which they can develop a competitive advantage.