Solutions of indoor air improvement in china : a market research for Naturvention Oy
Zeng, Xingxing (2014)
Zeng, Xingxing
Jyväskylän ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014061612958
https://urn.fi/URN:NBN:fi:amk-2014061612958
Tiivistelmä
NaturVention is a fast growing ecosystem technology company specializing in indoor air
improvement. Its core product called FreshWall which can be installed indoors to purify air, adjust
air humidity and add aesthetics. This thesis aims at helping NaturVention to understand Chinese
market about solutions of air quality improvement, especially indoor vertical garden, and help them
form an entry strategy to penetrate China market. The theoretical part of the thesis covers theories
of company’s growth, internationalization and market entry strategies, buyer decision process and
entry uncertainties and barriers.
The research method was exploratory case study since the aim was to understand a specific context
from a case-company’s perspective. Data consisted a combination of secondary and primary data.
The primary data, aiming at exploring the buyer decision process, was collected through the nonstandardized
interviews with well selected participants from each market segment.
The results describe a clear picture of the current market situation and upcoming demand for
solutions of indoor air improvement and indoor vertical garden. There are a big number of potential
customers for NaturVention in China; however, the competitors both from local and abroad haven’t
dominated the market yet. Entry uncertainties and barriers were studies in order to avoid some
risks when the company is penetrating to the Chinese market. Moreover, the insight of the buyer
decision process is also valuable to the company.
improvement. Its core product called FreshWall which can be installed indoors to purify air, adjust
air humidity and add aesthetics. This thesis aims at helping NaturVention to understand Chinese
market about solutions of air quality improvement, especially indoor vertical garden, and help them
form an entry strategy to penetrate China market. The theoretical part of the thesis covers theories
of company’s growth, internationalization and market entry strategies, buyer decision process and
entry uncertainties and barriers.
The research method was exploratory case study since the aim was to understand a specific context
from a case-company’s perspective. Data consisted a combination of secondary and primary data.
The primary data, aiming at exploring the buyer decision process, was collected through the nonstandardized
interviews with well selected participants from each market segment.
The results describe a clear picture of the current market situation and upcoming demand for
solutions of indoor air improvement and indoor vertical garden. There are a big number of potential
customers for NaturVention in China; however, the competitors both from local and abroad haven’t
dominated the market yet. Entry uncertainties and barriers were studies in order to avoid some
risks when the company is penetrating to the Chinese market. Moreover, the insight of the buyer
decision process is also valuable to the company.