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Abstract:
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This document provides the procedure an Open Innovation based company should follow inorder to successfully open a new foreign market. With this purpose, the most relevantaspects in the literature on Open Innovation and Internationalization are briefly explained, aswell as a case study on such matter is conducted: Internationalization of Atizo to Spain.During the survey, some interviews to Atizo customers and community members helped toclearly get to know the success factors of the company. Later on, the economic and socioculturalfactors of both countries, Switzerland and Spain, were gathered and analyzed, inorder to determine the internationalization process Atizo should adopt to enter Spain in afeasible, profitable way.Open Innovation is still a concept and not a fact in many countries around the world, even insome of the strongest economies. Few firms are currently offering such services tocompanies desiring to reduce costs and find a faster, more efficient solution to respond themarket needs.Installing Open Innovation firms in developed regions leads to consider many factors, suchas local level of education, degree of entrepreneurship, national priority concerning theexpense in R&D, in addition to political stability, economic structure, trade barriers, etc.In the case study, franchising is proposed as the entry mode Atizo should adopt in order toenter Spain, and networking is regarded to be completely helpful in this internationalizationprocess. In the first phase of Atizo’s internationalization to latin countries, the companyshould take advantage of the formal relationships already established in Switzerland, andshould focus on firms of the tertiary sector, as well as in targeting the spanish capital cities,where the high economic activity offers more chances to service firms. In addition, Atizoshould conduct a marketing campaign to run the business abroad, and for this campaign,the most common, effective information technologies in Spain, such as TV, radio and theInternet, should be used. |