CREATING AND INCREASING MARKET AWARENESS – CASE COMPANY

This research explores how technology awareness acts as a strategic enabler for innovation adoption, startup growth, and market integration.The previous paper (INCREASING AWARENESS OF EMERGING TECHNOLOGY) develops a conceptual framework that explains how startups and technology-based firms can leverage market awareness, collaboration, and communication to overcome barriers to adoption and scale sustainably.This paper applies this framework to a Finnish health-technology startup case, analysing how visibility, partnerships, and ecosystem alignment influence market entry and strategic positioning.Together, the papers provide actionable insights for entrepreneurs, scholars, and policymakers interested in digital transformation, strategic marketing, and the dynamics of innovation ecosystems.