Utilization of social media in market entry strategies: A case study of multinational companies in China

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dc.contributor Aalto-yliopisto fi
dc.contributor Aalto University en
dc.contributor.author Long, Feiya
dc.date.accessioned 2016-01-19T09:33:21Z
dc.date.available 2016-01-19T09:33:21Z
dc.date.issued 2015
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/19400
dc.description.abstract The main objective of this thesis is to uncover and propose ways to utilize social media in foreign market entry strategies. The context of this study is based on Chinese market entry of multinational companies and social media as part of the emerging phenomenon is the central underpinning of this study. The current literature contains insufficient analysis of social media's role in market entry decision-making and how the utilization of social media can benefit multinational companies in foreign market entry. Hence, understanding how the foreign market entry decision is made and what are the key drivers in decision-making sheds light on discovering how social media can be utilized in market entry strategies. Extensive qualitative case study research method was used to examine research question and develop theory in where grounded theory methodology was approached. This study benefited from both primary and secondary data in order to pursue a better result. Primary data was collected through semi-structured interviews with representatives from 5 selected case companies while secondary data was collected through reviewing of the contents of various relevant publications and reports as well as direct observation of case companies' social media presence. Followed by grounded theory methodology, data analysis was led by a concept-indicator model that was generated from empirical data and conducted with the method of constant comparison. As concluded, a framework of key drivers (demand, competition and culture) in market entry decision-making was introduced and used as the concept-indicator model for data analysis. The central findings illustrated that social media helps decision-maker to be more confident and knowledgeable in making market entry decisions. More specifically, first, social media helps companies understand the market demand before entry and better meet the market demand during the entry; second, social media enables companies to better understand their competitive advantages when making entry decisions and enhance their competence when entering into new markets; last but not the least, social media provides an easy access for companies to learn the culture of target markets and improve companies' internal culture. In addition, the introduced framework of key drivers in market entry decision-making had been proven to be beneficial in conducting the empirical research and theoretical building. Moreover, this study identified the opportunities and challenges of social media with focus on foreign market entry related factors and presented in-depth insights of Chinese major social media's landscape. Furthermore, this study shed light on conducting a research with a felicitous combination of extensive case study and grounded theory methodology, which had been testified to be advantageous in developing a new theory from empirical data. en
dc.format.extent 114
dc.language.iso en en
dc.title Utilization of social media in market entry strategies: A case study of multinational companies in China en
dc.type G2 Pro gradu, diplomityö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.contributor.department Markkinoinnin laitos fi
dc.contributor.department Department of Marketing en
dc.subject.keyword social media
dc.subject.keyword social media marketing
dc.subject.keyword market entry decision-making
dc.subject.keyword foreign market entry
dc.subject.keyword market entry strategies
dc.subject.keyword Chinese market
dc.subject.keyword extensive case study
dc.identifier.urn URN:NBN:fi:aalto-201601191048
dc.type.dcmitype text en
dc.programme.major Marketing en
dc.programme.major Markkinointi fi
dc.type.ontasot Master's thesis en
dc.type.ontasot Pro gradu tutkielma fi
dc.subject.helecon markkinointi
dc.subject.helecon marketing
dc.subject.helecon strategia
dc.subject.helecon strategy
dc.subject.helecon sosiaalinen media
dc.subject.helecon social media
dc.subject.helecon kansainväliset yhtiöt
dc.subject.helecon international companies
dc.subject.helecon Kiina
dc.subject.helecon China
dc.subject.helecon market entry
dc.subject.helecon market entry
dc.ethesisid 14253
dc.date.dateaccepted 2015-12-29
dc.location P1 I


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