Project Entry in the Chinese High-Rise Elevator Markets – The Case of KONE Major Project Unit
Hakkarainen, Elina (2005)
Kuvaus
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Tiivistelmä
This thesis is done as an assignment for KONE Corporation’s Major Project Unit. The purpose of this study is to develop solution models for Major Project Unit on how it could improve its entry into new projects in the Chinese high-rise elevator markets. The study is constructive and is conducted from the point of view of KONE Major Project Unit. The construction itself is two-pieced. The primary construction is the specific new project entry guideline that was only given to the case company and thus is not included in this thesis. The second construction is the development scheme that is the last chapter of the thesis.
The theory of the thesis is mainly based on literature of project marketing, market entry and Chinese business culture. The first aim of the theory is to define those decisive factors that enable the company to conduct successful project entries in new foreign markets. Secondly the aim is to highlight some of the most important concepts of the Chinese business culture. The second objective is to analyze Major Project Unit’s current ways of handling project business in China and this is done in the empiric part of this thesis. The empiric study was done by using a method of thematic interviews.
The results of the study are presented in the two different constructions; in a very detailed guideline given to KONE Major Project Unit and in the last chapter of the thesis. The results revealed numerous things that MPU should change and improve in its business to receive more projects in the Chinese market place in the future. One of the most important issues for MPU to improve is to make the information flow and communication better between Finland and China. Another important concrete improvement is to study more about the decision making units of MPU’s Chinese customers and their decision making processes.
The theory of the thesis is mainly based on literature of project marketing, market entry and Chinese business culture. The first aim of the theory is to define those decisive factors that enable the company to conduct successful project entries in new foreign markets. Secondly the aim is to highlight some of the most important concepts of the Chinese business culture. The second objective is to analyze Major Project Unit’s current ways of handling project business in China and this is done in the empiric part of this thesis. The empiric study was done by using a method of thematic interviews.
The results of the study are presented in the two different constructions; in a very detailed guideline given to KONE Major Project Unit and in the last chapter of the thesis. The results revealed numerous things that MPU should change and improve in its business to receive more projects in the Chinese market place in the future. One of the most important issues for MPU to improve is to make the information flow and communication better between Finland and China. Another important concrete improvement is to study more about the decision making units of MPU’s Chinese customers and their decision making processes.