Board search: A structural analysis of the Austrian market for GetDiversity GmbH
Swiss company GetDiversity assumes significant potential in the Austrian board search market. It thus looks to establish whether there is a business case to be made for the firm to enter it.
Häfeli Alexander & Widmer Raphael, 2020
Bachelor Thesis, GetDiversity GmbH
Betreuende Dozierende: Andreas Hinz
Keywords: Board search, Austria, market entry, diversity, strategy, analysis, SWOT, semi-structured
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GetDiversity assumes, based on the company’s experience with clients and partners from Austria, a business opportunity in entering the Austrian board search market. However, market entries are complex and risky, and an entry decision with limited knowledge about the Austrian market would be negligent. As this would be the first international expansion of GetDiversity, prior knowledge of the challenges is limited. It is, therefore, necessary to conduct an in-depth analysis of the Austrian market and its competitive forces and to assess the feasibility of a potential market entry.
For the purpose of this thesis, a combination of secondary and primary data was used in order to answer the studies objectives fully. In terms of primary data, seven semi-structured expert interviews were conducted. The data collected was analysed using a combination of macro- and microenvironmental frameworks with the aim of determining whether a business case was in the realm of feasibility for GetDiversity in the Austrian board search market.
Given that the firm already has the services established and tested in Switzerland, it is advised that it moves to test those services in addition to the board search service in Austria with potential clients using the lean startup approach. Using this approach, the company can account for the customer requirements and market characteristics and adapt its offerings to those conditions. Finally, this thesis offers an extensive analysis of the Austrian board search market that looks to aid GetDiversity in its quest to assess the markets potential.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Strategie, Marketing & Kommunikation