The Internationalization of Co-working Spaces: A Vietnamese Market Entry Plan
Dang, Vy (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019102420154
https://urn.fi/URN:NBN:fi:amk-2019102420154
Tiivistelmä
Co-working spaces have spreading around the world at an unprecedented rate. Asian mega cities with the rise of the knowledge economy and growing population have become attractive markets for co-working space operators. With such great opportunities for market expansion, Campfire Collaborative Spaces – a co-working space in Hong Kong also expresses interest in the Vietnamese market.
The primary goal of the thesis is to arrive at an understanding of how to enter the Vietnamese market as a foreign co-working space, through the combined knowledge from the literature review and empirical research. The author is attempting to address cross-cultural differences and similarities between Hong Kong and Vietnam. The author proposes, in the Vietnamese co-working context, that 1) the market of co-working spaces is still in is early stage; 2) marketing communications should be focused on educating consumers through online platforms; 3) localization in aesthetics and adaptation to business cultures is required.
The primary goal of the thesis is to arrive at an understanding of how to enter the Vietnamese market as a foreign co-working space, through the combined knowledge from the literature review and empirical research. The author is attempting to address cross-cultural differences and similarities between Hong Kong and Vietnam. The author proposes, in the Vietnamese co-working context, that 1) the market of co-working spaces is still in is early stage; 2) marketing communications should be focused on educating consumers through online platforms; 3) localization in aesthetics and adaptation to business cultures is required.