데이터기반 시장집중도 분석을 활용한 실험실 창업 성과 사례연구

초록

Purpose - This study investigates the survival mechanisms of laboratory startups in the context of the expanding deep-tech startup ecosystem. While laboratory startups—originating from universities and public research institutes—possess strong technological capabilities, many fail to overcome the initial “Valley of Death” due to a technology-push approach that insufficiently reflects market demand. Accordingly, this study aims to examine how strategic pivoting based on macro-level market data influences startup survival, moving beyond a sole emphasis on technological excellence. Design/Methodology - This study adopts an exploratory single-case study design, focusing on Case Company A, which successfully pivoted its business model from technology manufacturing to data- driven services. Methodologically, the study employs the Herfindahl–Hirschman Index (HHI) to assess market competition intensity and utilizes the concept of structural holes to analyze gaps within the industry value chain. Through this analytical framework, the study evaluates how data-driven strategic decision-making enables startups to identify and enter less competitive niche markets. Findings - The findings reveal that data-driven strategic pivoting plays a critical role in enhancing startup survival. Specifically, the case demonstrates that shifting from a highly competitive, oligopolistic manufacturing market to a niche data solutions market—characterized by the absence of dominant incumbents—significantly improves the likelihood of successful market entry. The analysis highlights that identifying structural holes and avoiding red-ocean competition through objective market data analysis are key determinants of early-stage startup success. Originality/value - This study contributes to the literature by reframing the success factors of laboratory startups from founder intuition to the capability for systematic and objective market data analysis. Unlike prior studies that emphasize technological innovation as the primary driver of startup success, this research underscores the importance of demand-oriented strategic adaptation. Furthermore, it offers practical managerial implications by proposing a replicable methodology through which resource-constrained startups can circumvent hypercompetitive markets and secure sustainable entry positions within emerging industries.

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