Digitala Vetenskapliga Arkivet

Endre søk
RefereraExporteraLink to record
Permanent link

Direct link
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annet format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annet språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
Services Marketing in a Cross-Cultural Environment – The Case of Elekta in Russia
Högskolan i Gävle, Akademin för utbildning och ekonomi, Avdelningen för ekonomi.
Högskolan i Gävle, Akademin för utbildning och ekonomi, Avdelningen för ekonomi.
2012 (engelsk)Independent thesis Advanced level (degree of Master (One Year)), 10 poäng / 15 hpOppgave
Abstract [en]

ABSTRACT

Title: Services Marketing in a Cross-Cultural Environment – The Case of Elekta in Russia

Level: Final assignment for Master Degree in Business Administration

Authors: Alena Bazyleva and Maria Zaytseva

Supervisor: Dr. Maria Fregidou-Malama

Aim: The aim of this research is to investigate how the products and services of the Swedish company Elekta are marketed in Russia, a country with cultural environment different from Sweden. For this purpose such aspects of marketing strategy as adaptation/standardization, trust and network development, which help to decrease the influence of intangibility and heterogeneity of services, are examined.

Method: In present research explanatory applied type of study was used to describe services marketing process. Combination of induction and deduction methods, and qualitative methods of research were used. Case study of Swedish company Elekta was chosen as the research area. Primary data was collected through survey by means of semi-structured interviews and open questionnaires. Secondary data was collected from sources such as relevant books, scientific articles, company brochure, and websites of company and its clients.

Results and conclusion: The research reveals that trust, network building, balance of adaptation and standardization strategies, employed by Elekta company, help to overcome heterogeneity and intangibility of its services in Russian market. It has also been found that the image of Sweden as a country of origin plays an important role in trust establishment in Russia, but in a sense that it is a foreign country, not Sweden in particular. Moreover, it is suggested, that organizational structure of international company, matrix structure in this particular case study, favours the development and effectiveness of the discussed variables. In spite of such characteristics of Russian market as high bureaucracy, corruption, “blat” network, unstable laws, etc., this market is considered to be a promising emerging market for international business. Russian national culture displays large power distance, high uncertainty avoidance, collectivist and feminine values, which influence the whole society and the business sphere as well.

Suggestions for future research: It would be beneficial for future research to expand the range of complementing studies, examining the cases of Elekta in different countries and emerging markets in particular. In addition, in order to develop international services marketing theory, it is necessary to include other services industries in the scope of research. Furthermore, getting feedback from the patients, who experienced treatment on Elekta equipment, can contribute to the future research.

Contribution of the thesis: The modification and adaptation of the theoretical framework of Fregidou-Malama and Hyder (2011) made by authors of this study contributes to the theory of international services marketing process. In addition, as there is lack of research in this area for health care sector, this study can be valuable addition to this research area. Research of the case of Elekta in Russia complements the range of studies on international services marketing process in health care sector with the cases of Elekta company in different countries: Egypt, China, the Philippines, Brazil, Hong Kong. Besides, current research has certain practical value: it is beneficial for international companies expanding into emerging markets in general and in Russian market in particular. This research may help to increase awareness about Elekta treatment solutions.

Key words: Elekta, Gamma Knife, Russia, Services Marketing, Services characteristics, Network, Trust, Adaptation, Standardization, Culture, Organizational structure.

sted, utgiver, år, opplag, sider
2012. , s. 71
Emneord [en]
Elekta, Gamma Knife, Russia, Services Marketing, Services characteristics, Network, Trust, Adaptation, Standardization, Culture, Organizational structure
HSV kategori
Identifikatorer
URN: urn:nbn:se:hig:diva-12297Arkivnummer: E3BA:DiVA 89/2012OAI: oai:DiVA.org:hig-12297DiVA, id: diva2:548138
Eksternt samarbeid
Elekta AB
Fag / kurs
Business administration
Utdanningsprogram
Business administration – master’s programme (one year)
Uppsök
Social and Behavioural Science, Law
Veileder
Examiner
Tilgjengelig fra: 2012-09-11 Laget: 2012-06-26 Sist oppdatert: 2012-09-11bibliografisk kontrollert

Open Access i DiVA

fulltext(1181 kB)925 nedlastinger
Filinformasjon
Fil FULLTEXT01.pdfFilstørrelse 1181 kBChecksum SHA-512
17821bb0fd2fcf786d4d319c6f64294ba0838b37694c2982679c9edbda590c74b804269d24b6afe2312ecb4cfa9ea2e3f0b4e2195c5aa2003621ee6c920fd5a6
Type fulltextMimetype application/pdf

Av organisasjonen

Søk utenfor DiVA

GoogleGoogle Scholar
Totalt: 925 nedlastinger
Antall nedlastinger er summen av alle nedlastinger av alle fulltekster. Det kan for eksempel være tidligere versjoner som er ikke lenger tilgjengelige

urn-nbn

Altmetric

urn-nbn
Totalt: 914 treff
RefereraExporteraLink to record
Permanent link

Direct link
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annet format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annet språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf