Localizing a Finnish digital platform in Sweden : case – Lainappi Oy
Eskola, Aukusti; Eskola, Aukusti (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023120133596
https://urn.fi/URN:NBN:fi:amk-2023120133596
Tiivistelmä
This thesis explores the strategic localization of a Finnish home item rental platform for effective market penetration in Sweden. Central to this study is the question: "How can a Finnish P2P and B2C home item rental platform best localize its multi-sided platform for effective market penetration in Sweden?" The research combined qualitative insights from three expert interviews with quantitative data from a survey for potential end users in Sweden, gathering 38 responses in total. Despite yielding rich insights, the study acknowledges its limitation due to the modest survey response rate, which may impact the generalizability of its findings. Nonetheless, the thesis offers actionable recommendations for effective market penetration, with the focus on localization, in Sweden.
The study's key findings revealed distinct user interests in Sweden, which are instrumental in creating tailored buyer persona segments for targeted marketing. These findings validate and extend theoretical frameworks such as Bert Esselink's localization guide and the Uppsala model, emphasizing niche-focused strategies and the importance of cultural resonance in localization efforts. Furthermore, the research identified categorical preferences in item renting, bridging the gap between those with prior P2P platform experience and newcomers, and highlighted the need for strategic adaptations in digital platforms to achieve product-market fit.
Future research is encouraged to delve deeper into consumer behavior and preferences in the Swedish market, with a focus on digital interactions and sustainability practices. The evolving nature of the field calls for continuous exploration of technologies and regulatory landscapes to refine market penetration strategies.
All in all, this thesis sheds light on the intricate process of localizing in a cross-cultural context, contributing valuable insights to academic discourse and practical guidance for international market expansion, particularly for Finnish technology startups eyeing the Swedish market.
The study's key findings revealed distinct user interests in Sweden, which are instrumental in creating tailored buyer persona segments for targeted marketing. These findings validate and extend theoretical frameworks such as Bert Esselink's localization guide and the Uppsala model, emphasizing niche-focused strategies and the importance of cultural resonance in localization efforts. Furthermore, the research identified categorical preferences in item renting, bridging the gap between those with prior P2P platform experience and newcomers, and highlighted the need for strategic adaptations in digital platforms to achieve product-market fit.
Future research is encouraged to delve deeper into consumer behavior and preferences in the Swedish market, with a focus on digital interactions and sustainability practices. The evolving nature of the field calls for continuous exploration of technologies and regulatory landscapes to refine market penetration strategies.
All in all, this thesis sheds light on the intricate process of localizing in a cross-cultural context, contributing valuable insights to academic discourse and practical guidance for international market expansion, particularly for Finnish technology startups eyeing the Swedish market.