Date of Award

8-2024

Document Type

Campus Access Thesis

Degree Name

Master of Business Administration (MBA)

Department

Business Administration

First Advisor

Jurui Zhang

Second Advisor

Carol R. Cullen

Third Advisor

Raymond Liu, Shan Yu, Vesela Veleva, Edward Carberry

Abstract

Revenue from international markets is long proven a vitally profitable quadrant on general balance sheet for academic publishers in the United States. Expanding brand image and maximizing audience landscape beyond the comfort zone have appeared to be a new trend accustomed by a considerable number of academic publishers due to intrinsic content fatigue and distributional restraints facing university presses in the market terrain of America. Similar to many U.S. based businesses, some university presses have set out in uncharted international market to create endemic content and promote multi-lingual publications to broaden overall market share and disseminate their global images. This thesis will discuss the feasibility of one of the biggest academic presses in the U.S., The MIT Press (MITP) in particular international market of mainland China. Considering its previous success in international markets of India and Europe, recently, The MITP is proposed to explore sales and publish translated content in mainland China in the foreseeable future. Furthermore, this paper will double down on a holistic feasibility analysis of the Press’s international business blueprint in mainland China by exploring and evaluating the intrinsic advantages, opportunities, barriers, and challenges facing MITP across its competitive landscape in the particular Asian market. Multiple theories extrapolated from the literature review chapter are used to interpret and consolidate the suggested answers to the research question in the thesis, whereas an abundant volume of interviews and surveys from various stakeholders in local market of mainland China was collected and analyzed to further supplement the market feasibility projection made in the thesis, which adopts a qualitative research method accompanied by a number of commonly utilized research tactics arranged from SWOT analysis, Customer-Centric Marketing (CCM) analysis, focus groups, direct interviews, survey samples, competitive analysis, exploratory research, to Minimum Value Product (MVP) lens.

Comments

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