Sustainable business model innovation and market entry strategies of Finnish born-digital SaaS startups in international B2B markets

Abstract

Finnish B2B SaaS companies that operate as born-digital businesses can achieve international growth through their online services, yet their sustainability-related business model decisions determine their entry strategies and their operational capacity. The thesis demonstrates through qualitative multiple-case study research of six companies and NVivo thematic analysis that companies utilize a combination of remote-first entry methods which require minimal physical presence and partner-assisted or hybrid entry methods. The combination of regulation and reporting needs along with market development and procurement regulations which prioritize pricing and data, and localization and service modification standards determine feasibility. International expansion occurs through partner relationships, customer co-development, organizational programs, professional networks, trust building activities which include pilot projects and reference points and established standards.