Feasibility of expanding Media Agency to Russia : Case: JS Suomi Oy
Udovenko, Julia (2018)
Haaga-Helia ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201805087061
https://urn.fi/URN:NBN:fi:amk-201805087061
Tiivistelmä
This research was initiated by the case company JS Suomi Oy in order to understand whether they should or should not expand to Russia in the nearest future; and what kind of factors should be taken into consideration, if they should. Market information incorporating the latest developments and trends is essential for that kind of decision. In addition to mar-ket research, testing the expansion idea for feasibility required analysis of opinions of potential business customers from Russia.
The objective of this research was to identify whether the idea brought up by the directors of the sponsor company to explore the opportunity to expand to the Russian market was feasible. In order to do that, it was crucial to find out whether the opportunity for JS Suomi Oy existed in the Russian market (IEO), which was found out through juxtaposition of the current condition of the Russian market (market opportunity) and case company’s capabilities (firm capabilities), with help of which the international opportunity could be embraced.
Opportunity-based approach to internationalization was seen as the most appropriate theory for this research, due to the given preconditions. Such as predetermined internationalization method (establishing a foreign subsidiary). The research explains how to answer the main research question through the three research sub questions and how their structure is related to the opportunity-based approach. Multiple source data analysis eventually allowed to come up with a list of specific recommendations for the successful internationalization of the case company.
The idea for this research was originally discussed with the case company in 2015. At that moment case company has started considering Russian Federation as a destination for expansion. The interviews with Russian decision-makers, designed to be utilized in this re-search, were conducted in winter 2016-2017 as a part of a project for the company. The actual secondary data collecting and data analysis took place during autumn 2017 - spring 2018.
The research confirmed the presence of international opportunity in the Russian market, as well as proved the expansion of the case company to the Russian market feasible. That is due to certain capabilities possessed by the sponsor company, that matched the given conditions of the Russian market.
The objective of this research was to identify whether the idea brought up by the directors of the sponsor company to explore the opportunity to expand to the Russian market was feasible. In order to do that, it was crucial to find out whether the opportunity for JS Suomi Oy existed in the Russian market (IEO), which was found out through juxtaposition of the current condition of the Russian market (market opportunity) and case company’s capabilities (firm capabilities), with help of which the international opportunity could be embraced.
Opportunity-based approach to internationalization was seen as the most appropriate theory for this research, due to the given preconditions. Such as predetermined internationalization method (establishing a foreign subsidiary). The research explains how to answer the main research question through the three research sub questions and how their structure is related to the opportunity-based approach. Multiple source data analysis eventually allowed to come up with a list of specific recommendations for the successful internationalization of the case company.
The idea for this research was originally discussed with the case company in 2015. At that moment case company has started considering Russian Federation as a destination for expansion. The interviews with Russian decision-makers, designed to be utilized in this re-search, were conducted in winter 2016-2017 as a part of a project for the company. The actual secondary data collecting and data analysis took place during autumn 2017 - spring 2018.
The research confirmed the presence of international opportunity in the Russian market, as well as proved the expansion of the case company to the Russian market feasible. That is due to certain capabilities possessed by the sponsor company, that matched the given conditions of the Russian market.