Στρατηγικές διαφοροποιήσεις και μάρκετινγκ για εισαγωγή σε νέες αγορές

Τζομπανάκης, Ευθύμιος

Differentiation and marketing strategies for entry into new markets

Master Thesis

Author

Τζομπανάκης, Ευθύμιος

Date

2026-05

Abstract

This master’s thesis examines market entry strategies and the role of differentiation and marketing in achieving competitive advantage. The aim of the study is to explore how firms design and implement expansion strategies and to analyze the key factors that influence successful market acceptance. The methodological approach is based on qualitative research using case study analysis. Three internationally recognized companies from different industries were selected: IKEA, Starbucks, and Netflix. The selection of these cases allows for a comparative analysis of different entry modes, differentiation strategies, and marketing practices in both traditional and digital business environments. The literature review focuses on classical and contemporary strategic management theories, including the models of Ansoff and Porter, as well as modern approaches that emphasize intangible resources, customer experience, and technology. In addition, the long-standing debate between standardization and local adaptation in international market entry is examined. The findings indicate that successful market entry does not rely on a single strategic choice but rather on the effective combination of entry strategy, differentiation, and marketing. Furthermore, the results highlight the importance of balancing global strategic consistency with local market adaptation, as well as the critical role of technology in modern business strategies. The thesis concludes with practical implications and recommendations for future research.

Postgraduate Studies Programme

Οικονομική και Επιχειρησιακή Στρατηγική

Department

Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οικονομικής Επιστήμης

Number of pages

Language

Greek

URI

https://dione.lib.unipi.gr/xmlui/handle/unipi/19698

Collections

Τμήμα Οικονομικής Επιστήμης

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Except where otherwise noted, this item's license is described as
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα