Strategic Engagement with Industry Associations for Market Expansion : a case study of Pepron Oy
Uddin, Mohammad Rafi; Abouly, Mohammed Jawad (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025103026728
https://urn.fi/URN:NBN:fi:amk-2025103026728
Tiivistelmä
This thesis studied how Pepron Oy, a Finnish consulting entity focused on cloud and mobile services, can leverage industry associations and sectoral networks to improve visibility, gain clients, and achieve sustainable growth. While Pepron has developed good technical knowledge and has worked with both large enterprises and SMEs, it has been underutilizing marketing connections through association networks.
The research sought to identify associations that had the most potential, discuss approaches for engagement, and make recommendations for action. The theoretical background was based on business-to-business marketing, international business, and digitalization. A qualitative case study approach was utilized by collecting company documentation, sectoral reports, mapping associations, and using experts to gather data. The data was analyzed using a weighted evaluation framework to rate associations based on relevance and potential for engagement.
The data showed high interest in cloud and mobile solutions for industries going through digital transformation, such as manufacturing, the logistics sector, and healthcare. Associations can provide access to potential clients and give Pepron an opportunity to build credibility. Pepron has established strengths in flexible, user-focused solutions and technical knowledge, which would support Pepron's engagement ideas.
The research made recommendations to take a phased approach, starting with local and national associations, then expanding internationally to scale Pepron's engagement success. This phased development plan proposes participation in association networking events, case study publication, and training facilitation to develop Pepron's expertise and build connections.
The research sought to identify associations that had the most potential, discuss approaches for engagement, and make recommendations for action. The theoretical background was based on business-to-business marketing, international business, and digitalization. A qualitative case study approach was utilized by collecting company documentation, sectoral reports, mapping associations, and using experts to gather data. The data was analyzed using a weighted evaluation framework to rate associations based on relevance and potential for engagement.
The data showed high interest in cloud and mobile solutions for industries going through digital transformation, such as manufacturing, the logistics sector, and healthcare. Associations can provide access to potential clients and give Pepron an opportunity to build credibility. Pepron has established strengths in flexible, user-focused solutions and technical knowledge, which would support Pepron's engagement ideas.
The research made recommendations to take a phased approach, starting with local and national associations, then expanding internationally to scale Pepron's engagement success. This phased development plan proposes participation in association networking events, case study publication, and training facilitation to develop Pepron's expertise and build connections.