Konsten att knäcka internationaliseringens digitala klädkod - En fallstudie om påverkande faktorer i svenska modeföretags användande av digitala försäljningskanaler i internationaliseringsprocessen
Sammanfattning: Due to recent development within digitalization, new opportunities have risen for small and medium-sized companies to go international. Within the retail industry, the internationalization process is to a large extent facilitated by the use of online sales channels such as e-commerce. Although this phenomenon is widely common in internationalization today, little research has been conducted in the field of influencing factors on the use of online sales channels in the internationalization process. This thesis therefore seeks to fill the research gap by examining influencing factors in the fashion industry, where e-commerce is widely established. The research was conducted through a qualitative case study of three Swedish fashion companies based on six criteria. The findings of the thesis suggest that three factors influence the use of online sales channels in the internationalization process: the attitude of the company, the brand strategy and physical sales on foreign markets. For practitioners, the conclusions can act as guidelines of awareness to increase the efficiency of the use of online sales channels in the internationalization process. Furthermore, the study makes a theoretical contribution in the form of an analytical framework.
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