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Establish a business on an emerging market: A case study of the medical device industry in Russia
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Entrepreneurship and innovation.
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Entrepreneurship and innovation.
2014 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Globalization and internationalization have fundamentally changed industries

’ competitive

conditions and it is vital for firms to consider a larger business market in order to stay competitive. 

Russia’s  emerging  market  consists  of  several  hurdles,  such  as  substantial difference in culture, background, language, patient patterns, and economics. In addition to these general hurdles, the medical device industry itself entails different regulations and bureaucracy which needs to be considered in a new market entry. Thus, the objective for this master thesis is to discover and investigate, from a macro and micro perspective, information regarding  Russia’s  medical  device  industry  with  a  starting  point  in  Moscow  and  St. Petersburg.

This master thesis is a market analysis that is based on a case study. For the collection of primary data, semi-structured interviews were conducted as well as statistics from Company A and other organizations. A profound literature review was carried out, searching for suitable theories as a foundation for this master thesis. A PESTEL analysis together with Porte

r’s five force model is the underlying frameworks used in this market analysis. In addition to these frameworks, a SWOT analysis together with the OLI paradigm is used as a concluding part, highlighting the most vital information conducted from the macro and micro perspective.

The future of Russia’s SDB market is uncertain as a result of major transitions of the society in

the last decades as well as the current political situation, involving both corruption and the conflict with Ukraine. Entering the Russian SDB market where there still are large market shares possible to capture, can offer promising economic opportunities for foreign firms. However, it is still extremely important to be aware of all the risks and threats that exist on the Russian SDB market in order to exploit these opportunities successfully.

Place, publisher, year, edition, pages
2014. , 76 p.
Keyword [en]
Market analysis, New market entry, Russia, Medical device industry, SDB
National Category
Economics and Business
URN: urn:nbn:se:kth:diva-147786OAI: diva2:732134
Available from: 2014-07-04 Created: 2014-07-03 Last updated: 2014-07-04Bibliographically approved

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