Service Design for Market Entry Strategy Development: Case of a Finnish EdTech Company
Doğan, Ömer Faruk (2022)
Doğan, Ömer Faruk
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022122731622
https://urn.fi/URN:NBN:fi:amk-2022122731622
Tiivistelmä
In this research, the principles of service design thinking were used to develop a market entry strategy for educational technologies as digital services.
Like any other digital services, educational technologies are trending as a stand-alone industry. The added value of educational technologies was acknowledged during the pandemic related lockdowns. Recently, many countries began redesigning their national education curricula to replace the contact sessions with hybrid models with the use of digital technology after they realized the significance of educational technologies.
Grapho Group Oy, which commissioned this research, is one of the EdTech companies which aims to combat global illiteracy through its services and products by assisting young children in learning to read independently.
This study was designed to investigate market entry strategy using a service design thinking methodology because of the commissioner's worldwide expansion strategy and willingness to enter the Turkish market. The purpose of this research was to determine whether the tools and principles of service design thinking can be used to develop and choose foreign market entry strategies for the intended market.
The study’s results included general guidelines for identifying the strategic problems with the planned market entry as well as appropriate tools that could be used for further developments and expansions in the target region.
Like any other digital services, educational technologies are trending as a stand-alone industry. The added value of educational technologies was acknowledged during the pandemic related lockdowns. Recently, many countries began redesigning their national education curricula to replace the contact sessions with hybrid models with the use of digital technology after they realized the significance of educational technologies.
Grapho Group Oy, which commissioned this research, is one of the EdTech companies which aims to combat global illiteracy through its services and products by assisting young children in learning to read independently.
This study was designed to investigate market entry strategy using a service design thinking methodology because of the commissioner's worldwide expansion strategy and willingness to enter the Turkish market. The purpose of this research was to determine whether the tools and principles of service design thinking can be used to develop and choose foreign market entry strategies for the intended market.
The study’s results included general guidelines for identifying the strategic problems with the planned market entry as well as appropriate tools that could be used for further developments and expansions in the target region.