Norwegian Industrial Park: marketing an alternative entry mode

Abstract

The purpose of this thesis has been to develop a marketing strategy for Norwegian Industrial Park, and make recommendation as to how the strategies should be implemented. Norwegian Industrial Park is a newly established industrial park in Zhenjiang, China. The first chapter is an introduction to Norway Park, and the authors explain the functions of industrial parks in general. Aspect such as the Chinese market, culture and economy is also presented to shed light on why it is feasible for industrial parks to establish themselves in China. To solve the problem formulation of this thesis the authors have conducted primary research. The methodology chapter contains an explanation of the research methods the authors have used. It gives an account of how our primary research and interviews has been conducted. The limitations to our research have also been explained. The theory chapter contains general information of the theories used in this thesis, and how they have been applied. In the analysis chapter the authors’ have applied the theories and models from chapter 3 to analyze Norwegian Industrial Park’s micro and macro environment. In the following chapters of the thesis the authors have developed strategies based on the findings from the analysis. The final remark is the recommendation chapter, where the authors propose how the industrial park should implement the strategies developed.