Positioning strategy of service SME in foreign fragmented market : A case of UK company entrance into Russian language services market

Language: English

Published by LAP LAMBERT Academic Publishing, 2012

3846581046 / 9783846581049

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Seller: AHA-BUCH GmbH, Einbeck, GermanyAHA-BUCH GmbH

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nach der Bestellung gedruckt Neuware - Printed after ordering - This work is a combination of marketing analysis and business approaches based on actual market data and experience of Internet based UK company entering foreign markets. How to sustain growth and profitability of the business What strategy to choose in order to win How complex is B2B business model Why service industries are so unique How to make decision when resources are limited These questions appear when a positioning strategy should be chosen. The main goal of this research is to propose a positioning strategy for the UK translation agency in highly fragmented Russian translations services market. The analysis is divided into three main parts: integrated approach based on Hooley s six dimensions of differentiation, integrated approach based on Market-Attractiveness Business Position Matrix, and descriptive analysis of online positioning. The methodology used contains both quantitative and qualitative element due to very limited data availability and in an effort to increase reliability of the results obtained. Also descriptive analysis of online based businesses is provided. Additional data was collected through publications, newspaper articles and experts opinions.…

Seller Inventory # 9783846581049

Title
Positioning strategy of service SME in foreign fragmented market : A case of UK company entrance into Russian language services market
Author
Elena Lutsenko
Publisher
LAP LAMBERT Academic Publishing
Publication year
2012
Condition
Neu
Binding
Taschenbuch
Language
English
ISBN 10
3846581046
ISBN 13
9783846581049
Item weight
125 grams
Dimensions
220x150x5 mm

AHA-BUCH GmbH

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