Title page for etd-0502117-174430


[Back to Results | New Search]

URN etd-0502117-174430
Author Christoph Pramendorfer
Author's Email Address No Public.
Statistics This thesis had been viewed 5564 times. Download 0 times.
Department Master of Business Administration Program in International Business
Year 2016
Semester 2
Degree Master
Type of Document
Language English
Title The Role of Market Research in the International Market Selection Process: Determining Market Attractiveness
Date of Defense 2017-04-28
Page Count 89
Keyword
  • International Market Selection
  • Taiwanese PVC Window Ma
  • Foreign Market Entry
  • Screening
  • Market Attractiveness
  • Market Research
  • Abstract   This thesis aims to shed light on the process of international market selection, especially on the screening stage that is supposed to guide companies on where to expand their businesses to. Based on the case study of the Austrian company Greiner Tool.Tec, the world market leader for tools, machinery and systems in the area of profile extrusion, technical profiles and plastic profiles, the PVC window market in Taiwan is analyzed. This analysis and especially its critical reflection is supposed to illustrate the importance of systemically gaining market information in order to objectify decision making in the international market selection process. The research findings have revealed that the Taiwanese PVC window industry is very dependent on the Taiwanese government, since it is the only major customer. The private construction segment almost exclusively demands metal windows. As the Nanya Plastics Corporation is the only big producer of PVC windows in Taiwan, the market is not only characterized by its monopsonistic, but also by its monopolistic nature. Extremely low energy prices further impede the attractiveness of the Taiwanese PVC window market. However, the conducted market research was lacking depth and suffered from limitations. That is why a critical reflection of the market analysis approach highlights the importance of systemic and structured market attractiveness evaluation and aims to lay the groundwork for a professionalization of that process.
    Advisory Committee
  • Chang, Shen-Chen - chair
  • Chao-Hsien Sung - co-chair
  • David McConville - advisor
  • Files
  • etd-0502117-174430.pdf
  • Indicate in-campus at 99 year and off-campus access at 99 year.
    Date of Submission 2017-06-02

    [Back to Results | New Search]


    Browse | Search All Available ETDs

    If you have more questions or technical problems, please contact eThesys