Market Research and Market Entry Challenges of Finnish Companies in Turkey : A comparison of technology-centric and product-centric approaches
Meseci, Hakki (2013)
Meseci, Hakki
Hämeen ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013060713522
https://urn.fi/URN:NBN:fi:amk-2013060713522
Tiivistelmä
Each market has its unique characteristics. Depending on these characteristics companies and marketers face various challenges. Over the last several decades, the marketing concept has been changed due to an increasing focus on customers and technology issues that impact the market. Most of the well-established techniques for traditional market research do not apply to high-technology products or small innovative companies.
This thesis work aims to shed light to the business-to-business marketing challenges of Finnish companies in Turkey with the guidance of Innovalogy Oy. We compared market research and market entry challenges of a high-tech product and medium-low-technology product which relatively require different expertise. The social and economic differences between Finland and Turkey make marketing practices both challenging and demanding. We further discussed the effects of countries' development levels as to high-tech understanding, technology adoption and innovativeness.
Qualitative research methods were used in this thesis in the form of text analysis, interpretation and interviews. In order to provide insights to the aforementioned markets and products, we conducted market research interviews with potential business-to-business customers in Turkey. We also aimed to create a market research framework to be used exclusively for high-tech products and innovative solutions based on the results of the interviews. By identifying the challenges and developing a market research questionnaire framework for two different product types, this thesis work aim to help businesses and business consulting firms such as Innovalogy conduct an efficient fast-paced market research.
The findings were used to develop a market research framework for both technology-driven and product-driven approaches. The frameworks were proposed at the end of the thesis and detailed versions were delivered to the commissioning company.
This thesis work aims to shed light to the business-to-business marketing challenges of Finnish companies in Turkey with the guidance of Innovalogy Oy. We compared market research and market entry challenges of a high-tech product and medium-low-technology product which relatively require different expertise. The social and economic differences between Finland and Turkey make marketing practices both challenging and demanding. We further discussed the effects of countries' development levels as to high-tech understanding, technology adoption and innovativeness.
Qualitative research methods were used in this thesis in the form of text analysis, interpretation and interviews. In order to provide insights to the aforementioned markets and products, we conducted market research interviews with potential business-to-business customers in Turkey. We also aimed to create a market research framework to be used exclusively for high-tech products and innovative solutions based on the results of the interviews. By identifying the challenges and developing a market research questionnaire framework for two different product types, this thesis work aim to help businesses and business consulting firms such as Innovalogy conduct an efficient fast-paced market research.
The findings were used to develop a market research framework for both technology-driven and product-driven approaches. The frameworks were proposed at the end of the thesis and detailed versions were delivered to the commissioning company.