Promotion and distribution determinants influence on export performance in B2B company
Kannelniemi, Henri (2017)
Kuvaus
Opinnäytetyö kokotekstinä PDF-muodossa.
Tiivistelmä
This thesis seeks to address the issues related to export performance in case company and how they could improve their operations according to the results of previous literature and studies. What export performance actually is, and what determines it, is often difficult for companies to perceive in real life. This thesis tries to clarify those determinants and more specifically determinants, which are relevant for the case company and then provide recommendations and next steps for the future.
Research approach in this thesis was mainly inductive, in order to find out the problems/points of improvement in case company and then steer the theory to be as relevant for the topic at hand as possible. Single case study was chosen and it was supported with literature review focusing on the themes, which appeared in the interviews. Case company is a big international company which operates on several markets and interviews were conducted with persons working in the core of exporting activities.
The thesis contributes existing literature through enriching the empirical support for the previous literature of export performance determinants. Thesis provides perspective through decision-making-level employees’ interviews on what they think about export performance and how they see it. Secondly, thesis provides practical recommendations for B2B company to prioritize their efforts in improving export performance in the context of promotion and distribution.
Study is limited in several ways. Study concerns B2B perspective, and marketing mix effect on export performance is limited to review promotion and distribution, because of the relevancy for the case company. Study is also limited to cover only the internal and controllable determinants effecting to export performance in order to reach more precise answer to the research question.
Research approach in this thesis was mainly inductive, in order to find out the problems/points of improvement in case company and then steer the theory to be as relevant for the topic at hand as possible. Single case study was chosen and it was supported with literature review focusing on the themes, which appeared in the interviews. Case company is a big international company which operates on several markets and interviews were conducted with persons working in the core of exporting activities.
The thesis contributes existing literature through enriching the empirical support for the previous literature of export performance determinants. Thesis provides perspective through decision-making-level employees’ interviews on what they think about export performance and how they see it. Secondly, thesis provides practical recommendations for B2B company to prioritize their efforts in improving export performance in the context of promotion and distribution.
Study is limited in several ways. Study concerns B2B perspective, and marketing mix effect on export performance is limited to review promotion and distribution, because of the relevancy for the case company. Study is also limited to cover only the internal and controllable determinants effecting to export performance in order to reach more precise answer to the research question.