Case Study: Internationalization of Auto Train Brain

Abstract

This case study examines the internationalization strategy of Auto Train Brain, a startup in Türkiye that has developed an innovative mobile application to provide solutions for children with neurodiversity, including dyslexia, autism, ADHD, and intellectual disability. The application uses neurofeedback and multi-sensory learning techniques based on EEG signals. The case study delves into the company's journey to global expansion, with a focus on the challenges encountered in new markets such as the U.S., Japan, and the U.K. Additionally, the discussion section offers recommendations for successfully navigating challenges related to market growth strategies, product definition, and adaptation of the product to different cultural environments and regulations. © 2024 IEEE.