Etablering av svenska fastighetsverksamheter i främmande kulturer : En studie om svenska fastighetsföretag i Spanien

Sammanfattning: Background: At all times people have traded with each other but, over time, cross-border trade has evolved and more companies have chosen to internationalize. Some companies are content to act in their original market, while others choose to expand by establishments in foreign markets. To do that, the company needs to choose an entry strategy where all strategies involve both commitment and risk, but also more control and a larger potential profit. Spain is a major growth opportunity as it is the fifth largest economy in Europe. Spain has a great attractiveness for foreign investors and is the gateway to North Africa and Latin America. Purpose: The purpose of this study is to contribute with a better understanding of Swedish real estate companies and their strategic choices when establishing in markets outside of Sweden, in this case Spain, and how eventual obstacles and difficulties can be handled. Method: A qualitative method with semi-structured interviews was conducted to answer the research questions. Theory:  In this essay nine theories are used; Market concentration or market diversification?, Networks, International experience, Marketing managers' soft skills, Global market entry plan, Competition's impact on strategy choice, Culture, Franchising as a Market Entry Strategy and Trial and error. All of these theories will be used as the basis for the empirical data, analysis and conclusions, which will help to us answer the research questions. Conclusion: Useful strategies for entering the Spanish market are the franchise method, networking, taking over already started companies, testing their way through trial and error theory and by taking help from aid companies/associations. In order to cope with a foreign establishment in the Spanish market, it is advantageous to have experience of the market, the language, the business culture, the social culture and the corporate law. You will need access to a notary and good communication within the company. It is also relevant to take assistance from lawyers and accountants to facilitate and reduce risks in the daily work.