liu.seSearch for publications in DiVA
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • oxford
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Hur de viktigaste faktorerna påverkar värdeskapande för marknadsintelligensprocesser åt företag i Kina
Linköping University, Department of Management and Engineering, Industrial Economics. Linköping University, The Institute of Technology.
2014 (Swedish)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesisAlternative title
How the key factors affect value creation for Market Intelligence processes for companies in China (English)
Abstract [en]

China is a unique market that differs from the Western market in many ways. Companies are not required to publicize financial reports, and furthermore a heavy focus on business relationship building can make it hard for companies to have high quality streams of data to get insights about their markets. For a consultant company to successfully enter the Chinese market and helping producing and technological global firms improving their insights on the Chinese market, the consultant company needs to understand which the important factors are and how those factors can help in creating value for their potential customers. To help the analyzing and consultant firm called Kairos Future, a qualitative case study was conducted on 16 different global companies with focus on industrial production. The case study was mainly conducted through face to face interviews with decision makers who had a broad understanding of their respective companies. In order to find where value can be created, the study was first used to find out which level of autonomity the China part of the global firm hadand how it affects the value creation linked to Market Intelligence, meaning receiving market data and analyzing it in order to get powerful market insights. The study also focused on the level of dependancy on having a continuous stream of technological information from external sources, how the companies are finding other types of market data and how they are analyzing and getting insights from the data. The final part of the study was to understand the level ofmaturity of the Chinese market linked to Market Intelligence, and what aspects affect the value creation for the customers. The report´s findings show that it is important for a consultant firm to focus on customers with high level of autonomity, or the head quarter in those cases where the level of autonomity is low - this in order to best utilize the consultant firm´s resources.Even though the companies in the study were heavily focused on the technological know-how within their respective markets, this was the one aspect they found the least interest in receiving external help with from a consultat firm. Receiving insights about customers within existing and new market segments was instead valued much higher. To understand the competitors’ movements in the market was also of high interest, because of the difficulty of finding public data within a given market in China. In order to successfully enter the Chinese Market Intelligence market, a consultant firm like Kairos Future needs to choose the specific customer segments where they can contribute the most value though their product and service offering. The goal should be to focus on one segment at a time, getting satisfied customers that help Kairos Future get a good market reputation through the word-of-mouth effect, and thereby making future sales easier. When this is accomplished, the same strategy can be applied to a new customer segment.

Place, publisher, year, edition, pages
2014. , 67 p.
Keyword [en]
market intelligence, business intelligence, china, value creation, business
Keyword [sv]
marknadsintelligens, kina, värdeskapande, företag
National Category
Business Administration
Identifiers
URN: urn:nbn:se:liu:diva-111034ISRN: LIU-IEI-TEK-A--14/01990--SEOAI: oai:DiVA.org:liu-111034DiVA: diva2:752544
External cooperation
Kairos Future
Subject / course
Industrial Marketing
Supervisors
Examiners
Available from: 2014-10-06 Created: 2014-10-05 Last updated: 2014-10-06Bibliographically approved

Open Access in DiVA

Hur de viktigaste faktorerna påverkar värdeskapande för marknadsintelligensprocesser åt företag i Kina(1868 kB)206 downloads
File information
File name FULLTEXT01.pdfFile size 1868 kBChecksum SHA-512
6490e5bd6d249cd675609fb8e27ecd130d03ff8ae841ce108c090fec164b4fb87fe3645b0528aa3b4e885331fa28fe189491d7783ad8108945a72795dda5f406
Type fulltextMimetype application/pdf
fulltext(1868 kB)63 downloads
File information
File name FULLTEXT02.pdfFile size 1868 kBChecksum SHA-512
6490e5bd6d249cd675609fb8e27ecd130d03ff8ae841ce108c090fec164b4fb87fe3645b0528aa3b4e885331fa28fe189491d7783ad8108945a72795dda5f406
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Björkemar, Sebastian
By organisation
Industrial EconomicsThe Institute of Technology
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 269 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 692 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • oxford
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf