Positioning Strategy of Service SME in Foreign Fragmented Market: A Case of UK Company Entrance into Russian Language Services Market
The main goal of this research is to propose a positioning strategy for the UK translation agency in highly fragmented Russian translations services market. The analysis chosen for the positioning strategy identification is divided into three main parts: integrated approach based on Hooley’s six dim...
| Main Author: | |
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2010
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| Online Access: | https://eprints.nottingham.ac.uk/23673/ |
| _version_ | 1848792610852831232 |
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| author | Lutsenko, Elena |
| author_facet | Lutsenko, Elena |
| author_sort | Lutsenko, Elena |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | The main goal of this research is to propose a positioning strategy for the UK translation agency in highly fragmented Russian translations services market. The analysis chosen for the positioning strategy identification is divided into three main parts: integrated approach based on Hooley’s six dimensions of differentiation, integrated approach based on Market- Attractiveness – Business Position Matrix, and descriptive analysis of online positioning. The methodology used contains both quantitative and qualitative element due to very limited availability of the data and in an effort to increase reliability of the results obtained. Also some descriptive analysis of online based businesses is provided. Additional data for the analysis and factual confirmations was collected through publications, newspaper articles and experts’ opinions. After the evaluation and analysis, the final positioning strategy is provided, and conclusion, limitations and suggestions for further research are developed as well. |
| first_indexed | 2025-11-14T18:47:09Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-23673 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T18:47:09Z |
| publishDate | 2010 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-236732018-03-24T20:21:53Z https://eprints.nottingham.ac.uk/23673/ Positioning Strategy of Service SME in Foreign Fragmented Market: A Case of UK Company Entrance into Russian Language Services Market Lutsenko, Elena The main goal of this research is to propose a positioning strategy for the UK translation agency in highly fragmented Russian translations services market. The analysis chosen for the positioning strategy identification is divided into three main parts: integrated approach based on Hooley’s six dimensions of differentiation, integrated approach based on Market- Attractiveness – Business Position Matrix, and descriptive analysis of online positioning. The methodology used contains both quantitative and qualitative element due to very limited availability of the data and in an effort to increase reliability of the results obtained. Also some descriptive analysis of online based businesses is provided. Additional data for the analysis and factual confirmations was collected through publications, newspaper articles and experts’ opinions. After the evaluation and analysis, the final positioning strategy is provided, and conclusion, limitations and suggestions for further research are developed as well. 2010 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/23673/1/Elena_Lutsenko_Dissertation_2010.pdf Lutsenko, Elena (2010) Positioning Strategy of Service SME in Foreign Fragmented Market: A Case of UK Company Entrance into Russian Language Services Market. [Dissertation (University of Nottingham only)] (Unpublished) |
| spellingShingle | Lutsenko, Elena Positioning Strategy of Service SME in Foreign Fragmented Market: A Case of UK Company Entrance into Russian Language Services Market |
| title | Positioning Strategy of Service SME in Foreign Fragmented Market: A Case of UK Company Entrance into Russian Language Services Market |
| title_full | Positioning Strategy of Service SME in Foreign Fragmented Market: A Case of UK Company Entrance into Russian Language Services Market |
| title_fullStr | Positioning Strategy of Service SME in Foreign Fragmented Market: A Case of UK Company Entrance into Russian Language Services Market |
| title_full_unstemmed | Positioning Strategy of Service SME in Foreign Fragmented Market: A Case of UK Company Entrance into Russian Language Services Market |
| title_short | Positioning Strategy of Service SME in Foreign Fragmented Market: A Case of UK Company Entrance into Russian Language Services Market |
| title_sort | positioning strategy of service sme in foreign fragmented market: a case of uk company entrance into russian language services market |
| url | https://eprints.nottingham.ac.uk/23673/ |