Leveraging digital and strategic marketing strategies to drive business growth during global crises : a comparative case study of Chinese and Finnish SMEs from motorsport industry
Oksanen, Tingting Li (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024060420743
https://urn.fi/URN:NBN:fi:amk-2024060420743
Tiivistelmä
The research is motivated by the shared objective of both case companies to achieve growth not only in their domestic markets but also on an international scale. Consequently, the study investigates how strategic marketing interventions can facilitate business growth during a global crisis, with a dedicated focus on companies based in China and Finland.
The author conducted a thorough review of research literature encompassing articles and publications on motorsports business, its marketing efforts, and business strategies. Employing a case study method, the research incorporates various qualitative sub-methods, including interviews, observations, document and record analysis, work samples, among others. The thesis examines the case study of Companies X and Y, providing profound insights into navigating the global marketplace through digital marketing and sustainable practices. It emphasizes the importance of understanding core business purposes, defining buyer personas, and culturally adapting marketing strategies to achieve international success.
The author conducted a thorough review of research literature encompassing articles and publications on motorsports business, its marketing efforts, and business strategies. Employing a case study method, the research incorporates various qualitative sub-methods, including interviews, observations, document and record analysis, work samples, among others. The thesis examines the case study of Companies X and Y, providing profound insights into navigating the global marketplace through digital marketing and sustainable practices. It emphasizes the importance of understanding core business purposes, defining buyer personas, and culturally adapting marketing strategies to achieve international success.