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Lainappi Oy go-to-market strategy - Coggle Diagram
Lainappi Oy go-to-market strategy
Interest and relevance
Own company
Will become necessary for the company eventually
MBA studies as a basis for international marketing and such
Durability
Interest might fall off if conclusions may be drawn that it is not adequate of the company
Depending on the company situation might not be timely
Topic should be interesting enough, if company status remains ok
The breadth of research questions
Enough substance, large project on a startup scale
A lot to research
Multiple angles to support internationalization
Enough data / literature on the subject
Broad topic
Topic adequacy
Sufficient theoretical literature / case examples
Research problem adequate for the case company
Data collection should be doable, however might be difficult
Presenting and interpretation of results ok
Evaluation should be ok, validity of the research might be questionable, as case examples can not be found of a similar company most likely
Conclusions should be logical and applicable when combining research and applical knowledge of the company and field
Ethical matters should be ok
Sourcing might be based on case examples more than actualy theoretical literature, thus mostly likely digital sources are going to be used the most
Access
Might be difficult to get relevant data / reach potential persons to fill questionnaire abroad
Different connections to entrepreneurs and owners who have some experience in internationalization
Connections to a startup community, potentially finding a person to review from there
Many startuppers are welcoming for an interview / share their knowledge without that many complications at least if you have mutual connections
Possible support from a local startup acceleration program leaders
Micropolitics
Startup / small company
Problems should not arise, other Co-Founders are writing their thesis on similar subjects
Open discussion within own organization, rarely any "political problems", don't find this thesis as a problem initiator
Project involvement affects Co-Founders, possible shareholders
Other stakeholders should not be affected
Risk and security
Finding out that internationalization is not possible and potential sorrow about it
Risks include competitors finding out about the internationalization project and efforts
Gives them more time to prepare and get to know our brand, company, product etc.
Might negatively affect partnerships / potential opening in new markets
Risks of being bias because of the vast knowledge of the company / field
Might negatively affect research / outcomes because of assumptions
Might affect whether I agree or disagree with certain literature / theory
Might utilize case examples wrong when trying to apply and adapt them to our own company
"Wrong conclusions"
Resources
Main preliminary researched frameworks
The Uppsala Model
The OLI Framework
The CAGE Framework
The Diamond Model
The Network Theory of Internationalization
Internationalization process model
Main preliminary researched writers
Steve Blank – The four steps to the Epiphany
Eric Ries – The Lean startup
Peter Thiel – Zero to One
Osterwalder and Pigneur – Business Model Generation
Mark Leslie – The sales learning curve
Saras Sarasvathy - Entrepreneurship and startup strategy
Gary Hamel - Innovation and strategy
John Hagel III - Platform-based business models that can succeed in global markets
It skills / software requirements need to be thought of when encountered, none currently I am aware of