Strategies for internationalization of a born global design-intensive enterprise: The Vík Prjónsdóttir case in Finland

Abstract

This thesis discusses some critical challenges which the management team of a small Icelandic design firm faces when attempting to strive in the global market, especially when entering the Finnish market. In order to do so, three different qualitative research actions were taken, in an attempt to gather insight and understanding on some of the possible strategies to circumvent the firms given challenges.

The research found that the case firm has the opportunity to strategically target customer segments with more fitting products, while leveraging brand perception through retail specific channels.

Finally, by being developed throughout four years' time, the thesis looks upon what has changed in the case firm, and how these changes contribute to the ability the management team would have in reaching out the Finnish market.