Internationalization Process and Product Launch Strategy : Case: Company X
Halonen, Kimmo (2017)
Halonen, Kimmo
Lahden ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017053111329
https://urn.fi/URN:NBN:fi:amk-2017053111329
Tiivistelmä
This thesis is an introductory guide for Company X into the field of new product launches and the internationalization process of a pre-launch start-up company. The thesis introduces established theories of internationalization such as the Uppsala theory, Network theory and Born Globals for Company X founders to gain knowledge on the various nuances in new start-up company’s internationalization process. As Company X is entering the app market, the process of new product launch is examined both in the form of general product launch theory inspection and app market specific product launch process.
This thesis applies the deductive research approach and uses the qualitative method for data collection. The thesis is comprised of both primary and secondary data. In the theory section, mainly secondary data is used while in the empirical section, primary data is the main source of data. The primary data used in the empirical part was collected by interviewing an app industry professional with several years of experience in the field.
The main findings and results of the thesis were achieved by applying and combining the secondary data, i.e., theory with the findings from the primary data, i.e., the interview. The findings provided by the answers to the research questions indicate that the international app industry is a highly competitive market, saturated by thousands of apps. As a result, Company X must perform thorough plans of its marketing and launch processes and steps prior to the launch. This will give the product the best possible chance of success in the app industry where fast changing trends and customer preferences ultimately dictate the fate of a new product. The aim of the thesis was to present these research findings on internationalization and product launch processes to Company X in a study form. These findings would then be utilised by Company X during the setting up process of the company leading up to the launch of its product.
This thesis applies the deductive research approach and uses the qualitative method for data collection. The thesis is comprised of both primary and secondary data. In the theory section, mainly secondary data is used while in the empirical section, primary data is the main source of data. The primary data used in the empirical part was collected by interviewing an app industry professional with several years of experience in the field.
The main findings and results of the thesis were achieved by applying and combining the secondary data, i.e., theory with the findings from the primary data, i.e., the interview. The findings provided by the answers to the research questions indicate that the international app industry is a highly competitive market, saturated by thousands of apps. As a result, Company X must perform thorough plans of its marketing and launch processes and steps prior to the launch. This will give the product the best possible chance of success in the app industry where fast changing trends and customer preferences ultimately dictate the fate of a new product. The aim of the thesis was to present these research findings on internationalization and product launch processes to Company X in a study form. These findings would then be utilised by Company X during the setting up process of the company leading up to the launch of its product.