Internationalisering av tjänsteföretag : En undersökning av svenska träningskedjors internationalisering

Sammanfattning: The study aims to investigate Swedish fitness companies positioning and strategic choices when internationalising in the Scandinavian countries and what has influenced this choice. Furthermore, the corporate risk and what obstacles they encountered will be examined. The study was conducted as a qualitative study with a deductive approach. The results are based mainly on primary data from interviews, as well as secondary data. The fitness companies’ choice of strategy in internationalisation depends largely on its concept and positioning. The main obstacles in the internationalisation process are lack of communication, language difficulties and regulations. To what degree the companies are willing to take risks is determined by the company's ownership structure