How firms engage in product and promotion adaptation when entering foreign markets

Vuosisatojen ajan yritykset ovat etsineet kasvua ulkomaan markkinoilta. Ulkomaan kasvumahdollisuudet ovat erityisen tärkeitä yrityksille, jotka toimivat pienillä kotimaisilla markkinoilla. Onnistunut kansainvälistyminen vaatii, että yritykset palvelevat asiakkaita, joilla on eri kulttuurilliset ja t...

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Bibliographic Details
Main Author: Sorvari, Annika
Other Authors: Kauppakorkeakoulu, School of Business and Economics, Taloustieteet, Business and Economics, Jyväskylän yliopisto, University of Jyväskylä
Format: Master's thesis
Language:eng
Published: 2023
Subjects:
Online Access: https://jyx.jyu.fi/handle/123456789/87801
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author Sorvari, Annika
author2 Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä
author_facet Sorvari, Annika Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä Sorvari, Annika Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä
author_sort Sorvari, Annika
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description Vuosisatojen ajan yritykset ovat etsineet kasvua ulkomaan markkinoilta. Ulkomaan kasvumahdollisuudet ovat erityisen tärkeitä yrityksille, jotka toimivat pienillä kotimaisilla markkinoilla. Onnistunut kansainvälistyminen vaatii, että yritykset palvelevat asiakkaita, joilla on eri kulttuurilliset ja taloudelliset taustat, sekä uniikit tarpeet ja mieltymykset. Aiempi kirjallisuus on osoittanut, että adaptoimalla tuotteita ja markkinointia yritykset voivat paremmin palvella asiakkaita kohdemaissa, saavuttaen kilpailuetua. Tuotteiden adaptoimisen on havaittu olevan erityisen tärkeää yrityksille, jotka toimivat luovilla aloilla, sillä näillä aloilla kohdemaan poikkeava ilmasto, tarpeet ja trendit aiheuttavat erityisiä haasteita. Tämä tutkielma pyrkii ymmärtämään kuinka yritykset adaptoivat tuotteita ja markkinointia kansainvälistyessään uusille markkinoille. Tutkimuksen pohjana hyödynnetään aiempaa kirjallisuutta tuotteiden ja markkinoinnin adaptoimisesta, sekä aiemman tutkimuksen pohjalta luotua viitekehystä empiirisen datan analysointiin. Tämä viitekehys luo raamin, jonka pohjalta on mahdollista tutkia kuinka yrityksen, tuotteen ja toimialan, sekä kohdemaan tekijät vaikuttavat yrityksen tarpeeseen adaptoida tuotteita ja markkinointia. Tätä tutkimusta varten on kerätty uutta empiiristä dataa haastattelemalla kahdeksaa yrityksen johtajaa kuudesta eri yrityksestä. Yritykset ovat kooltaan ja toimialoiltaan erilaisia, ja kansainvälistymässä pieniltä kotimaisilta markkinoilta. Haastattelujen pohjalta on toteutettu vertailevaa analyysia (Eisenhardt & Graebner, 2007) eri toimintatapojen ymmärtämiseksi. Aiempaa kirjallisuutta on laajennettu hyödyntämällä tapaustutkimusmenetelmää, jossa olemassa olevaa teoriaa laajennetaan peilaamalla sitä uuteen empiiriseen tutkimustietoon (Burawoy, 2009). Lopputuloksena on aiemman kirjallisuuden pohjalta laaditun viitekehyksen laajentuminen. Tutkimuksen lopputuloksena on löydetty useita tekijöitä, jotka vaikuttavat yrityksen päätökseen adaptoida tuotteita ja markkinointia ulkomaan markkinoita varten. Näistä ensisijaisena esille nousee yrityksen sitoutuminen markkinaan. Toisena havaintona on, että strategisilla valinnoilla yritys voi minimoida adaptoimisen tarpeen. Löydöksiä on täydennetty monipuolisella empiirisellä haastatteludatalla, joka tuo ymmärrystä valintoihin adaptoimisen ja standardisoinnin välillä. 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. This 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’s engagement in product and promotion adaptation. In 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’s engagement in product and promotion adaptation are discovered. This 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’s 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.
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spellingShingle Sorvari, Annika How firms engage in product and promotion adaptation when entering foreign markets product adaptation promotion adaptation foreign market entry Yrittäjyys Entrepreneurship 20422 luovat toimialat pienet ja keskisuuret yritykset tuotekehitys creative industries small and medium-sized enterprises product development
title How firms engage in product and promotion adaptation when entering foreign markets
title_full How firms engage in product and promotion adaptation when entering foreign markets
title_fullStr How firms engage in product and promotion adaptation when entering foreign markets How firms engage in product and promotion adaptation when entering foreign markets
title_full_unstemmed How firms engage in product and promotion adaptation when entering foreign markets How firms engage in product and promotion adaptation when entering foreign markets
title_short How firms engage in product and promotion adaptation when entering foreign markets
title_sort how firms engage in product and promotion adaptation when entering foreign markets
title_txtP How firms engage in product and promotion adaptation when entering foreign markets
topic product adaptation promotion adaptation foreign market entry Yrittäjyys Entrepreneurship 20422 luovat toimialat pienet ja keskisuuret yritykset tuotekehitys creative industries small and medium-sized enterprises product development
topic_facet 20422 Entrepreneurship Yrittäjyys creative industries foreign market entry luovat toimialat pienet ja keskisuuret yritykset product adaptation product development promotion adaptation small and medium-sized enterprises tuotekehitys
url https://jyx.jyu.fi/handle/123456789/87801 http://www.urn.fi/URN:NBN:fi:jyu-202306153859
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