The Swedish path to retail expansion : a multiple case study of swedish retailers

Detta är en Kandidat-uppsats från Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF)

Sammanfattning: The purpose of this thesis is to study Swedish retailers in order to find out which factors are the most crucial and influencing when it comes to international market selection. We as authors could find studies about international market selection, but not a single one regarding why Swedish MNEs choose to enter certain markets. We as authors therefore see a need for a better understanding of which factors have the greatest influence over market selection. The literature review that has been established in this study includes theories related to behavioristics, economics, risk and entry modes. By using an abductive approach and interviewing both large firms like H&M and IKEA, as well as smaller companies like Clas Ohlson and Happy Socks, our results shows that the important factors differ depending on the company size. The analysis chapter also involves a discussion of the different entry modes of the four firms and how they could come to affect the internationalization process. This qualitative multi case research will serve as a foundation for firms aiming for international expansion and for people who wish to educate themselves further on how Swedish firms internationalize and why. It will also generate new research questions for future researchers to study whilst informing them of why this particular research gap is important to fill.

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