Marketing localization in a born-global SaaS company : discovering additional opportunities
Golovanovs, Dmitrijs (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021120724129
https://urn.fi/URN:NBN:fi:amk-2021120724129
Tiivistelmä
This thesis focused on a born-global company and its marketing. Since most born-globals do not localize their marketing at early stages, it attempted to build a framework that would help to identify opportunities in marketing localization and make respective decisions.
This thesis was carried out as an applied research project. It focuses mostly on the data collection and analysis of qualitative data. However, some elements of numerical calculations were used as well. The main data sources included interviews with the stakeholders of the case company, as well as the internal and publicly available information.
The study identified the reasons the case company did not do marketing localization, as well as approaches that can help to identify opportunities in marketing localization. The reasons why the company did not do localization include homogenous customer needs and resource constraints. To help the company start marketing localization, a framework has been proposed that evaluates the opportunities in marketing localization based on four dimensions: sales situation, English proficiency level, demand volume, and localization difficulty.
Implementation of this framework should help the case company to begin successful marketing localization by identifying opportunities and directing the resources to the right target markets.
This thesis was carried out as an applied research project. It focuses mostly on the data collection and analysis of qualitative data. However, some elements of numerical calculations were used as well. The main data sources included interviews with the stakeholders of the case company, as well as the internal and publicly available information.
The study identified the reasons the case company did not do marketing localization, as well as approaches that can help to identify opportunities in marketing localization. The reasons why the company did not do localization include homogenous customer needs and resource constraints. To help the company start marketing localization, a framework has been proposed that evaluates the opportunities in marketing localization based on four dimensions: sales situation, English proficiency level, demand volume, and localization difficulty.
Implementation of this framework should help the case company to begin successful marketing localization by identifying opportunities and directing the resources to the right target markets.