Outlining Success Factors in the Mobile Telecommunication Industry: A case study of the Ukrainian and Swedish mobile telecommunication operators
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
The mobile telecommunication services industry is an exciting topic to investigate. Both in Sweden and in Ukraine the markets for these services have grown rapidly and considerably. For this study we have chosen two mobile telecom providers in Ukraine and in Sweden, Kyivstar and Telia-Sonera respectively, both market leaders on their respective markets. The mobile telecommunication services market is highly competitive. What are the factors that contribute to a successful establishment of a market position, both internal (inside a company) and external (towards the market)? Answering this question is the purpose of our study. After having analyzed our empirical material using the theoretical framework, we make an outline of the success factors that played a role for the companies in question. Among these factors are the following: cultural factors, both on a national and corporate level, the company’s service concept and marketing mission, their ability to keep service promises, the strength of the brand, a market-oriented service structure, the pre-paid service, clear, efficient and integrated communication, managing human resources in service companies, fruitful partnerships with other actors on the market, etc.
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IdentifiersURN: urn:nbn:se:su:diva-3894OAI: oai:DiVA.org:su-3894DiVA: diva2:193282