From Ukraine to Finland : Parcel Delivery Service Enters Nordics
Vitchenko, Myroslav (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052214878
https://urn.fi/URN:NBN:fi:amk-2025052214878
Tiivistelmä
This thesis explores the market entry potential of Nova Post, a Ukrainian parcel delivery company, into the Finnish logistics market. The background for this research stems from Nova Post’s broader internationalization strategy launched during the 2022 full-scale Russian invasion, which triggered the company’s expansion into Europe-an Union countries. As Finland presents both a geographically and culturally distinct market, this thesis aims to assess local market conditions, customer expectations, and strategic and operational challenges that Nova Post may face.
The research employed a qualitative approach. Data was collected through an expert interview with a logistics industry professional and a customer survey targeting Finnish parcel users. Additionally, the study reviewed existing literature and applied internationalization theories, particularly the Uppsala model, to contextualize the findings.
Results indicate that Finland offers both opportunities and barriers to entry. Key opportunities include a growing parcel delivery market, especially in e-commerce and cross-border trade, and the presence of a Ukrainian diaspora. However, challenges such as high customer service expectations, language barriers, infrastructure costs, and brand trust concerns must be addressed. The findings emphasize the importance of building local partnerships, starting small, ensuring service reliability, and aligning operations with Finnish cultural and environmental standards.
In conclusion, the research suggests that while market entry into Finland is feasible, a gradual and culturally adapted approach is essential for sustainable success. The study contributes to understanding Eastern European logistics expansion into the Nordics and can serve as a foundation for further research or practical market entry strategies.
The research employed a qualitative approach. Data was collected through an expert interview with a logistics industry professional and a customer survey targeting Finnish parcel users. Additionally, the study reviewed existing literature and applied internationalization theories, particularly the Uppsala model, to contextualize the findings.
Results indicate that Finland offers both opportunities and barriers to entry. Key opportunities include a growing parcel delivery market, especially in e-commerce and cross-border trade, and the presence of a Ukrainian diaspora. However, challenges such as high customer service expectations, language barriers, infrastructure costs, and brand trust concerns must be addressed. The findings emphasize the importance of building local partnerships, starting small, ensuring service reliability, and aligning operations with Finnish cultural and environmental standards.
In conclusion, the research suggests that while market entry into Finland is feasible, a gradual and culturally adapted approach is essential for sustainable success. The study contributes to understanding Eastern European logistics expansion into the Nordics and can serve as a foundation for further research or practical market entry strategies.