Factors affecting a global market entry of a new product feature

Abstract

The research problem of this thesis is to recognize and understand the impact of the factors affecting a global market entry with a new product feature.The research was accomplished by means of literature research and case analysis. The theoretical framework recognized three environments, which a company should look into before entering new markets: company external, company internal, and personal environments. There is a clear interrelationship between the three environments, i.e. change in one of them will affect the others. The amount of factors available is vast, and it seems almost impossible to take everything into account. This was checked in the case study, which clearly shows that there is room for improvements. Especially in taking account the personal factors, there is still room for improvements. /Kir10