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An investigation into country of origin as an aspect of marketing competitiveness of Irish Software as a Service (SaaS) companies on the global B2B arena

Grabowski, Pawel (2014) An investigation into country of origin as an aspect of marketing competitiveness of Irish Software as a Service (SaaS) companies on the global B2B arena. Masters thesis, Dublin, National College of Ireland.

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Abstract

This research investigated the country of origin effect in marketing Software as a Service products abroad. Customers use the country of origin in their product evaluation and use it as one of the cues when making a buying decision. This thesis aimed to investigate if being from Ireland helps Irish SaaS companies when promoting their products abroad. Apart from the main objective the thesis also investigated 1) the existence of the country of origin stereotyping and bias against foreign companies in the global Software as Service (SaaS) business to business market. 2) what challenges Irish SaaS companies face when competing with similar companies located in foreign countries that Irish companies export to and less developed countries competing on the same foreign markets with Irish companies. 3) the experiences of Irish SaaS companies with selling their products to domestic and foreign customers. The research was a qualitative, investigative and exploratory study using structured interviews to collect data from Irish SaaS companies. Findings revealed the existence of country of origin bias in the SaaS industry. Moreover, the research indicated the existence of varied attitudes towards Irish SaaS products depending on the country the country of origin effect was measured in. Companies selling primarily to US reported a welcoming attitude towards Irish companies. Companies selling to UK however didn’t report any favouritism towards their Irish origin. Both groups however confirmed similar marketing challenges with international promotion, lack of belief in foreign products and consumer nationalism, which they try to overcome by opening dedicated offices abroad. None of the companies however reported any challenges with competing with companies from less developed countries.

Item Type: Thesis (Masters)
Subjects: Q Science > QA Mathematics > Computer software
T Technology > T Technology (General) > Information Technology > Computer software

H Social Sciences > HF Commerce > Industrial Marketing > Business To Business Marketing
Divisions: School of Business > Master of Business Administration
Depositing User: Claire Wallnutt
Date Deposited: 21 Nov 2014 15:42
Last Modified: 22 Nov 2014 11:44
URI: http://trap.ncirl.ie/id/eprint/1807

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