Extrinsic Market Expansion Strategies Development Based on Consumer' Decision Making Process in the Context of Global Streaming Companies Entering Russian Market

Federal State Autonomous Institution of Higher Education " National Research University Higher School of Economics» ANNOTATION final qualifying work Belikova Alyona Sergeevna On the topic: "Development of strategies for external expansion based on the decision-making process of consumers in the context of the entry of global streaming companies into the Russian market" The thesis is written on 86 pages of printed text. The main components of the work are: • Introduction • The first part is devoted to a review of the literature covering consumer behavior practices • The second part, which provides an overview of the global and domestic streaming service market, the main international strategies for entering the foreign market, as well as the consumer's place in this market. • Third part, providing research results and discussion * Conclusion • List of references * Applications The main purpose of this work is to identify the factors that influence the intention of consumers to purchase a subscription to a music streaming service, as well as to identify key strategies for international music companies to enter the Russian market The object of this study was the users of music streaming services aged from 19 to 25 years. The subject of this paper is the factors of music streaming services that affect the intention of consumers to choose a subscription to a particular music streaming service. In the introduction of this paper, the key trends of the global music streaming services market were considered, as well as new prospects and trends of the Russian music market caused by a number of changes that occurred in 2020, including under the influence of the pandemic. Also, in the introduction, the main goals and objectives of this study were defined, the subject and object of the study were identified. In the first part of the study, the main models that determine the basis of consumer behavior in the framework of purchases of goods and services both offline and online were considered in detail. In the second part of the study, a broad overview of both the global and Russian music streaming services market was conducted, key industry players were identified, and the main international strategies for entering the foreign market were considered. Also, in the second part of this study, key hypotheses were formulated, the main theoretical model was determined, on the basis of which a quantitative survey of consumers in the field of preferences of factors of music streaming services was conducted, and the results of descriptive statistics were presented. The third part reveals the results of the study in more detail, by describing the definition of the main ways of development and entry of international streaming companies into the Russian market. Also, in the third part, a brief theory is presented on the international transnational strategy in order to summarize more accurate and informed decisions and recommendations related to the entry of international companies into the market of music streaming services in Russia. Moreover, in the third part, the main limitations of the study were identified and recommendations were given for the further development of the study. The final part of the paper briefly provides a brief overview of the theoretical part, as well as summarizes the main conclusions obtained in this study. This work is an effective and useful study, supported by the study of a number of relevant literature, statistics, assessments and opinions of experts in the field under consideration. Moreover, it should be added that, from the point of view of the limited sample and volume, this study does not make it possible to formulate comprehensive conclusions within the whole country, which thus creates the ground and direction for further research, which is necessary both from a theoretical and practical point of view.