A Partnership Manual to enter a new market through partnerships: Bluet Oy Ltd
Heikkilä, Jatta (2018)
Heikkilä, Jatta
Haaga-Helia ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201802122288
https://urn.fi/URN:NBN:fi:amk-201802122288
Tiivistelmä
This product based thesis was commissioned by Bluet Oy Ltd and is conducted to study market entry through a partnership network. The case company operates in the floating construction industry, which is a fairly new but highly potential industry. The thesis also presents a couple of the company’s referential projects in the form of an interview.
The main objective of the thesis was to create a partnership manual to assist Bluet in its internationalization process through their partnership network. The partnership manual created is an internal manual that will be further developed over time and through experience. Information collected for the thesis was mainly through a desktop study and management interviews, and by studying the company’s internal materials.
The thesis discusses the theory behind the market entry through partnerships by analysing different market entry strategies and the ones the case company is utilizing, the theories behind partnerships and business relationships and finally project management internationally and in the construction industry. The project was demarcated to focus on the creation of the partnership manual and especially emphasising the importance of partnerships in the internationalization process.
The partnership manual created as the end product focuses on the different parties involved in Bluet’s market entry and the roles and responsibilities in the different phases of the projects.
The results of the project indicate that Bluet has an extensive knowledge of and skills in the industry, which is its advantage in the markets. The company also has a good understanding of the growth of the industry and it is gradually building its share in the markets around the world. With the help of the partnership manual, the company will be able to grow its already extensive network more systematically and effortlessly.
The main objective of the thesis was to create a partnership manual to assist Bluet in its internationalization process through their partnership network. The partnership manual created is an internal manual that will be further developed over time and through experience. Information collected for the thesis was mainly through a desktop study and management interviews, and by studying the company’s internal materials.
The thesis discusses the theory behind the market entry through partnerships by analysing different market entry strategies and the ones the case company is utilizing, the theories behind partnerships and business relationships and finally project management internationally and in the construction industry. The project was demarcated to focus on the creation of the partnership manual and especially emphasising the importance of partnerships in the internationalization process.
The partnership manual created as the end product focuses on the different parties involved in Bluet’s market entry and the roles and responsibilities in the different phases of the projects.
The results of the project indicate that Bluet has an extensive knowledge of and skills in the industry, which is its advantage in the markets. The company also has a good understanding of the growth of the industry and it is gradually building its share in the markets around the world. With the help of the partnership manual, the company will be able to grow its already extensive network more systematically and effortlessly.