Finnish SME's internationalization analysis. entry modes to Russian market. : case study of Tonester Oy Ltd
Baranovskaja, Katerina (2015)
Turun ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015061513419
https://urn.fi/URN:NBN:fi:amk-2015061513419
Tiivistelmä
The purpose of this thesis was to study internationalization process of Finnish Small and Medium Sized Enterprises’ (SMEs) particularly the choice of foreign entry modes and external and internal factors that influence this choice. A case study was conducted on Tonester Ltd, which is the Finnish manufacturer of solid surface material DURAT.
The topic was chosen because of researcher’s work placement at Tonester Ltd. The researcher’s tasks included expanding international clientele and finding new markets for the company. Russia has been a particularly interesting, but a challenging market for the company for the past several years. Based on the researcher’s language and cultural background, the owners of the company consider her the right person to investigate the current market situation and make them aware of its pros and cons.
The empirical part of this thesis is based on the study and analysis of the theory related to the subject, and current information and data related to the target market and the company itself; as well as on the researcher’s personal experience from working in the company, structured and non-structured interviews and continuous observations of company’s activities.
Tonester Ltd would gain the essential knowledge on the new market they wish to enter; they will also learn about the preferred entry modes and the challenges to be faced. SMEs similar to the case study company can also contribute by using the provided information. The researcher has systemized the knowledge that already exists, but which is not taken seriously by the majority of small and medium enterprises. Many of them do not have a well-prepared marketing plan and enter new markets chaotically, often based on the current demand alone. The information provided in this thesis can help the SMEs to gain the basic knowledge of internationalization process and recommended entry modes.
The topic was chosen because of researcher’s work placement at Tonester Ltd. The researcher’s tasks included expanding international clientele and finding new markets for the company. Russia has been a particularly interesting, but a challenging market for the company for the past several years. Based on the researcher’s language and cultural background, the owners of the company consider her the right person to investigate the current market situation and make them aware of its pros and cons.
The empirical part of this thesis is based on the study and analysis of the theory related to the subject, and current information and data related to the target market and the company itself; as well as on the researcher’s personal experience from working in the company, structured and non-structured interviews and continuous observations of company’s activities.
Tonester Ltd would gain the essential knowledge on the new market they wish to enter; they will also learn about the preferred entry modes and the challenges to be faced. SMEs similar to the case study company can also contribute by using the provided information. The researcher has systemized the knowledge that already exists, but which is not taken seriously by the majority of small and medium enterprises. Many of them do not have a well-prepared marketing plan and enter new markets chaotically, often based on the current demand alone. The information provided in this thesis can help the SMEs to gain the basic knowledge of internationalization process and recommended entry modes.