INTERNATIONALIZING SERVICES – Market research on exporting Finnish educational solutions to Nigeria


INTERNATIONALIZING SERVICES – Market research on exporting Finnish educational solutions to Nigeria (MANAGEMENT PROJECT TOPICS AND MATERIALS)


This thesis is aimed to bring clarity to the concept of internationalization and service (education) exports as an International Business tool. The study is commissioned by Finpros’ (The Finnish export organization) Future Learning Finland project an umbrella programme whose objective is internationalizing and exporting Finnish educational solutions to other countries. The commissioning party aims to use the study in its marketing activities. Therefore, this paper is built based on a hypothetical research on Finnish organizations or potential investors who will be interested in exporting educational solutions into the Nigerian market.

The paper is divided into three (3) main parts; 1) A literature review; 2) market research and 3) qualitative research. It gives answers to the three research questions; how to identify the prominent factors and strategies that an investor should consider before exporting Finnish educational solutions to Nigeria; the challenges and opportunities facing the Nigerian educational market and identifying the fruitful fields and readiness to adopt Finnish educational solutions in Nigeria.

The theoretical frame work’s focus is established based on internationalization and entry mode selection theories. The methodology adopted is highly inductive and deductive. Interviews were carried out on respondents with expert knowledge on the Nigerian educational sector. Data analysis and reasoning is supported by qualitative research methods, market research and literature review. Consequently, a combination of all sections of the thesis provides facts and figures gathered from previous studies and research. Relevant information in the paper includes education in Nigeria, assessment of potential benefits, likely barriers and recommendations.

Conclusively, the results and findings give relevant information to exporters of education in determining the feasibility for entering the Nigerian educational market or a market with similar potential.


The aim of this paper is to gain understanding on the concept of market entry methods and the process of internationalization of services as an international business tool. The research area is based on analyzing the Nigerian educational market as a potential area for Finnish educational service export. The paper is dived into three (3) main parts; the theoretical framework or literature review, market research and qualitative analysis which aim to answer three (3) research questions on the strategic considerations, challenges and opportunities as well as enumerating the readiness and profitable for entering the Nigerian educational market. The theoretical framework answers the first research question, the market research answers the second research and the empirical part and combination of market research and theories answer the third question. However the discussion gives meaning to all the research questions as a whole.

The theoretical frame work gives ample information on the secondary research questions like market entry steps a firm needs to take into consideration before offering services internationally; by trying to identify some motivations and strategic reasons to internationalize. Part of the literature review also briefly describes the meaning of services, modes of service transactions and motives to internationalize. It also explores education as an international service and relates it to internationalizing education. Furthermore, the study looks at internationalization of education in Africa.

The market research covers concise aspects on the market environment, barriers to market entry, challenges and opportunities within the educational sector. As well as potential areas for investment and opportunities that potential Finnish investors can harness in the Nigerian education market. The empirical study is based on data collected through qualitative analysis. In other words, experienced personnel in the educational field who are directly or indirectly involved with the benchmark service sector were interviewed. The interviews gave the researcher a better view of the possibility of making the investment. Data collected from their responses is relevant to the research question which tries to identify the fields of possible export of a Finnish organization into the Nigerian market, nonetheless responses are not binding they only give expert direction to the hypothesis of this research.


INTERNATIONALIZING SERVICES – Market research on exporting Finnish educational solutions to Nigeria (MANAGEMENT PROJECT TOPICS AND MATERIALS)

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