Selling innovation consulting. Case: Company X
Saarnilaakso, Suvi (2023)
Saarnilaakso, Suvi
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023113033072
https://urn.fi/URN:NBN:fi:amk-2023113033072
Tiivistelmä
This research-based thesis researched how global companies headquartered in Finland view and purchase innovation consulting services. The thesis objective was to understand how global companies buy innovation consulting services with the goal of helping Company X in creating engaging marketing messages for their innovation consulting offering.
The research was conducted in two phases, a literature review and qualitative interviews. The importance of the research is twofold: Company X wants to understand how to enhance their marketing messaging when approaching the selected customer segment. On the other hand, innovation is the key to Finland´s sustainable economic growth. Once Company X has successfully delivered projects for the Finnish organizations, they will be presented with opportunities outside of Finland. The international aspect of the thesis is covered by interviewing the decision makers of international corporations.
In developed economies productivity growth is based on intangible investments such as innovation. By offering innovation consulting services, Company X can help companies innovate new business ideas and support enforcing creative strategies to reach their business goals.
The theory section of the thesis discusses the different types of innovation, innovation consulting, innovation consulting areas and services offering, how a company defines its target market, a decision makers buying preferences, what companies need help with regarding innovation, the buying and decision making processes in global corporations and the selection criteria for management consultants. This was conducted as desktop research.
The research data was collected by conducting primary and secondary research. The primary data was collected through 8 structured interviews. Qualitative research and structured interviews are used when the research is exploratory and the researcher studies the participants meanings and the relationships between them. The secondary data was collected from literature review. After these two stages, the writer conducted comparative analysis on the data obtained from these two sources to answer 5 investigative questions.
Based on the analysis and findings, Company X received recommendations for further actions and ideas for future research were proposed.
The research was conducted in two phases, a literature review and qualitative interviews. The importance of the research is twofold: Company X wants to understand how to enhance their marketing messaging when approaching the selected customer segment. On the other hand, innovation is the key to Finland´s sustainable economic growth. Once Company X has successfully delivered projects for the Finnish organizations, they will be presented with opportunities outside of Finland. The international aspect of the thesis is covered by interviewing the decision makers of international corporations.
In developed economies productivity growth is based on intangible investments such as innovation. By offering innovation consulting services, Company X can help companies innovate new business ideas and support enforcing creative strategies to reach their business goals.
The theory section of the thesis discusses the different types of innovation, innovation consulting, innovation consulting areas and services offering, how a company defines its target market, a decision makers buying preferences, what companies need help with regarding innovation, the buying and decision making processes in global corporations and the selection criteria for management consultants. This was conducted as desktop research.
The research data was collected by conducting primary and secondary research. The primary data was collected through 8 structured interviews. Qualitative research and structured interviews are used when the research is exploratory and the researcher studies the participants meanings and the relationships between them. The secondary data was collected from literature review. After these two stages, the writer conducted comparative analysis on the data obtained from these two sources to answer 5 investigative questions.
Based on the analysis and findings, Company X received recommendations for further actions and ideas for future research were proposed.