Entry market strategy to Singaporean market of co-working spaces
Ulanova, Yana (2017)
Ulanova, Yana
Haaga-Helia ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017120419578
https://urn.fi/URN:NBN:fi:amk-2017120419578
Tiivistelmä
Our world develops extremely fast. People invent new technologies to unite people, and borders among countries become invisible. Corporations, companies, and start-ups looking for networking all over the world to follow globalization process and be able to
beat the competition. Innovation House Finland is not an exception. The company
shows interest in Singaporean market as the first step of Asian penetration market.
The primary aim of this thesis is to find the most suitable market entry mode to Singaporean market, understand Singaporean market and business culture, and estimate chances of successfully entering a new market.
This thesis consists of theoretical and empirical parts. Theoretical part includes market analysis, competition, target market, projections, and entry modes. The basis for the theoretical part is books, reports, researchers, magazines, academic articles, and statistics
related to international trade and co-working spaces. The empirical part contains qualitative research as semi-structured interviews.
Regarding the results of this paper, Innovation House Finland will understand Singaporean market of co-working spaces, local culture, and potential strategies for the market penetration. Innovation House Finland should consider that Singapore has a significant
amount of co-working spaces. Collaboration with a local co-working space could help Innovation House Finland for efficient market entry. Additionally, the company should
remember that Singapore has Asian culture. It means that traditions are important. Respect,
compassion, open mindset and optimistic approach towards Singaporean culture will help Innovation House to enter the market well.
beat the competition. Innovation House Finland is not an exception. The company
shows interest in Singaporean market as the first step of Asian penetration market.
The primary aim of this thesis is to find the most suitable market entry mode to Singaporean market, understand Singaporean market and business culture, and estimate chances of successfully entering a new market.
This thesis consists of theoretical and empirical parts. Theoretical part includes market analysis, competition, target market, projections, and entry modes. The basis for the theoretical part is books, reports, researchers, magazines, academic articles, and statistics
related to international trade and co-working spaces. The empirical part contains qualitative research as semi-structured interviews.
Regarding the results of this paper, Innovation House Finland will understand Singaporean market of co-working spaces, local culture, and potential strategies for the market penetration. Innovation House Finland should consider that Singapore has a significant
amount of co-working spaces. Collaboration with a local co-working space could help Innovation House Finland for efficient market entry. Additionally, the company should
remember that Singapore has Asian culture. It means that traditions are important. Respect,
compassion, open mindset and optimistic approach towards Singaporean culture will help Innovation House to enter the market well.