This thesis investigates the strategic positioning of protective coatings firms in the emerging European hydrogen pipeline market. With Europe’s transition to net-zero, hydrogen is becoming a pivotal enabler of decarbonization across various sectors. However, existing pipeline infrastructure requires significant adaptation, and coatings firms face challenges in developing consistent strategies for entry. This study develops a Market Entry Framework designed to guide coatings companies through the complexities of this evolving market.

A qualitative abductive methodology was employed, combining literature analysis, market data, and expert interviews to construct the framework. The findings identify key internal capabilities, technological innovation, regulatory adaptability, and relational positioning, as critical factors for successful market entry. Insights from the market data analysis confirm high growth potential for hydrogen-compatible coatings, with regional concentrations in Germany, France, and Benelux.

The framework consists of six interconnected dimensions, Motives, Entry Barriers, Contextual Factors, Firm Capabilities, Strategic Entry, and Outcomes. It provides practical guidance for firms, emphasizing the importance of early regulatory engagement, internal coordination, and iterative strategic approaches. Ultimately, the framework supports firms in navigating market timing, regulatory complexity, and internal readiness, while positioning themselves for long-term success. The thesis also contributes to the broader field of strategic management by demonstrating how Resource-Based Theory can be operationalized in uncertain, highly institutionalized markets.