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[{"key": "dc.contributor.advisor", "value": "Sihvonen, Antti", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Sorvari, Annika", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-06-15T07:18:32Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-06-15T07:18:32Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2023", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/87801", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Vuosisatojen ajan yritykset ovat etsineet kasvua ulkomaan markkinoilta. Ulkomaan kasvumahdollisuudet ovat erityisen t\u00e4rkeit\u00e4 yrityksille, jotka toimivat pienill\u00e4 kotimaisilla markkinoilla. Onnistunut kansainv\u00e4listyminen vaatii, ett\u00e4 yritykset palvelevat asiakkaita, joilla on eri kulttuurilliset ja taloudelliset taustat, sek\u00e4 uniikit tarpeet ja mieltymykset. Aiempi kirjallisuus on osoittanut, ett\u00e4 adaptoimalla tuotteita ja markkinointia yritykset voivat paremmin palvella asiakkaita kohdemaissa, saavuttaen kilpailuetua. Tuotteiden adaptoimisen on havaittu olevan erityisen t\u00e4rke\u00e4\u00e4 yrityksille, jotka toimivat luovilla aloilla, sill\u00e4 n\u00e4ill\u00e4 aloilla kohdemaan poikkeava ilmasto, tarpeet ja trendit aiheuttavat erityisi\u00e4 haasteita.\n\nT\u00e4m\u00e4 tutkielma pyrkii ymm\u00e4rt\u00e4m\u00e4\u00e4n kuinka yritykset adaptoivat tuotteita ja markkinointia kansainv\u00e4listyess\u00e4\u00e4n uusille markkinoille. Tutkimuksen pohjana hy\u00f6dynnet\u00e4\u00e4n aiempaa kirjallisuutta tuotteiden ja markkinoinnin adaptoimisesta, sek\u00e4 aiemman tutkimuksen pohjalta luotua viitekehyst\u00e4 empiirisen datan analysointiin. T\u00e4m\u00e4 viitekehys luo raamin, jonka pohjalta on mahdollista tutkia kuinka yrityksen, tuotteen ja toimialan, sek\u00e4 kohdemaan tekij\u00e4t vaikuttavat yrityksen tarpeeseen adaptoida tuotteita ja markkinointia.\n\nT\u00e4t\u00e4 tutkimusta varten on ker\u00e4tty uutta empiirist\u00e4 dataa haastattelemalla kahdeksaa yrityksen johtajaa kuudesta eri yrityksest\u00e4. Yritykset ovat kooltaan ja toimialoiltaan erilaisia, ja kansainv\u00e4listym\u00e4ss\u00e4 pienilt\u00e4 kotimaisilta markkinoilta. Haastattelujen pohjalta on toteutettu vertailevaa analyysia (Eisenhardt & Graebner, 2007) eri toimintatapojen ymm\u00e4rt\u00e4miseksi. Aiempaa kirjallisuutta on laajennettu hy\u00f6dynt\u00e4m\u00e4ll\u00e4 tapaustutkimusmenetelm\u00e4\u00e4, jossa olemassa olevaa teoriaa laajennetaan peilaamalla sit\u00e4 uuteen empiiriseen tutkimustietoon (Burawoy, 2009). Lopputuloksena on aiemman kirjallisuuden pohjalta laaditun viitekehyksen laajentuminen.\n\nTutkimuksen lopputuloksena on l\u00f6ydetty useita tekij\u00f6it\u00e4, jotka vaikuttavat yrityksen p\u00e4\u00e4t\u00f6kseen adaptoida tuotteita ja markkinointia ulkomaan markkinoita varten. N\u00e4ist\u00e4 ensisijaisena esille nousee yrityksen sitoutuminen markkinaan. Toisena havaintona on, ett\u00e4 strategisilla valinnoilla yritys voi minimoida adaptoimisen tarpeen. L\u00f6yd\u00f6ksi\u00e4 on t\u00e4ydennetty monipuolisella empiirisell\u00e4 haastatteludatalla, joka tuo ymm\u00e4rryst\u00e4 valintoihin adaptoimisen ja standardisoinnin v\u00e4lill\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "For centuries, companies have sought growth from foreign markets. Foreign growth opportunities are especially important for companies from small domestic markets, looking to expand customer base to increase sales. However, entering foreign markets requires firms to serve new customers, from different cultural and economic backgrounds, with unique needs and preferences. Product adaptation has been shown to be increasingly important for firms operating in creative industries, where customer needs vary due to differing climates and lifestyles. Firms in the creative industries are also subject to differing trends and preferences of customers in foreign markets.\n\nThis thesis seeks understand how firms engage in product and promotion adaptation, when entering new foreign markets. It utilizes previous research on product and promotion adaptation and previously developed frameworks, to understand how company, product, industry, and target market characteristics affect firm\u2019s engagement in product and promotion adaptation.\n\nIn this thesis, eight interviews are conducted with CEOs and managers from six companies of varying sizes across industries. These companies are in the early stages of internationalization from small domestic markets. Interviews are compared using the comparative case study method (Eisenhardt & Graebner, 2007). The extended case study method (Burawoy, 2009) is used to extend prior literature by confronting it with new empirical data. By applying this new data to the previously developed framework, prior literature is extended, and several new factors contributing to firm\u2019s engagement in product and promotion adaptation are discovered.\n\nThis study contributes to prior research by identifying factors which are shown to influence how company, product, industry, and target market characteristics affect engagement in product and promotion adaptation. Commitment to market is found to be the primary factor affecting firm\u2019s engagement in product and promotion adaptation. Additionally, new insight into how choice of entry strategy may influence need for adaptation is presented. Findings are complemented by rich interview data, which provide insight into how CEOs interpret the need for adaptation.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2023-06-15T07:18:32Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-06-15T07:18:32Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "69", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.language.iso", "value": "eng", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": null, "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "product adaptation", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "promotion adaptation", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "foreign market entry", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "How firms engage in product and promotion adaptation when entering foreign markets", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202306153859", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Taloustieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Business and Economics", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Yritt\u00e4jyys", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Entrepreneurship", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.copyright", "value": "\u00a9 The Author(s)", "language": null, "element": "rights", "qualifier": "copyright", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "20422", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "luovat toimialat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "pienet ja keskisuuret yritykset", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "tuotekehitys", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "creative industries", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "small and medium-sized enterprises", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "product development", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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