<p><strong>Date: </strong>23^rd November, 2009</p><p> </p><p><strong>Level: </strong>Master Thesis in International Business and Entrepreneurship (EFO705), 15 credits</p><p><strong> </strong></p><p><strong>Authors: </strong>Karakawat Sarasalin (830117-T255)    Thitiporn Watthanachai (831031-T124)</p><p>ksn08001@student.mdh.se                       twi08001@student.mdh.se</p><p>Title: The internationalization process of Red Bull from the perspectives of global expansion</p><p><strong>Supervisor: </strong>Jean-Charles Languilaire</p><p><strong>Problem</strong><strong> </strong><strong>Statement</strong><strong>: </strong>How did RED BULL manage to be as an important central international market player?</p><p><strong>Purpose: </strong>The purpose of this research is to describe the internationalization process of Red Bull; how Red Bull created, sustained and developed?</p><p><strong> </strong></p><p><strong>Method: </strong>We mainly use secondary data and the qualitative data. Qualitative data in the form of interview questions through e-mailing. But we also use quantitative method based on documental research from books and internet.</p><p> </p><p><strong>Conclusion: </strong>Red Bull does not follow the standard pattern of establishment chain presented in the Uppsala model. Its establishment chain is composed of three stages: licensing ,wholly owned sales subsidiaries and jointed venture. Red Bull has developed strong market within the beverage industry network and strong bonds with its external suppliers. The expansion decisions of Red Bull have been influenced by the factors. Red Bull developed in the European market, we found that it careful consideration about both internal and external factors, Red Bull usually prefers to conquer a new market with a relevant low risk entry mode.</p><p><strong>Keywords: </strong>Red Bull, internationalization, network, factors</p>

<p>The purpose of this paper is to explore the internationalization process of Chinese Born Global SMEs and attempt to reveal the uniqueness. Base on the literature review and former studies, in this paper the Born Global SME internationalization process is assumed to depend upon the firms’ entrepreneurs’ experience, background and network; Product characteristics; Degree of Internationalization; Environment and Globalization.</p><p>In the study, a qualitative study was conducted in order to generating the understanding why and how Chinese Born Global company internationalization. </p><p>More specifically, the problem was investigated by using cases study and conducting in-depth interviews of key employees in four case enterprises. The case companies were selected from a pool of respondents to a survey, all of which are located in Zhejiang Province, Eastern China and founded in 1990s.</p><p>After analyzing the empirical data and comparing them with theories, the result demonstrates that Born Global SME is extremely international, and their internationalization process is totally different from the traditional internationalization theories. </p><p>The main conclusion of the study is Born Global SMEs growing rapidly in China, however, Chinese Born Global SMEs still on initial stage, OME mode is a wide used mode to enter international market by Chinese Born Global SMEs, at the end, some recommendations was also given.</p>

<p>Due to the globalization trend, the internationalization of small and medium enterprises (SMEs) has become a common practice in the last decades. The previous literature suggested that there are many different determinants of the internationalization process. However, in this research study, we focused on only three determinants – institutions, networks, and entrepreneur and their influence on the internationalization process. More specifically, we identified the significance of the three determinants and tested their influence on the internationalization process and compared the similarities and differences between the SMEs in Sweden and China. </p><p>A qualitative study was carried out to help determine the purpose of the paper, where data was collected through four case studies – two from each country, within the toy industry. The primary data was collected through personal phone-interviews with the CEOs of the four toy companies, complemented with secondary data collected from the companies’ web sites. </p><p>The empirical findings and analysis brought some interesting conclusions. The three determinants – institutions, networks and entrepreneur influence the internationalization process in one way or another. Firstly, institutions influence both networks and entrepreneur, but there is no evidence showing that networks and entrepreneur influence institutions. The institutions are also the key determinants of the internationalization process of Chinese SMEs. Secondly, networks and entrepreneur are interrelated to each other and play a key role in the internationalization process of Swedish SMEs, and somewhat influence the Chinese SMEs as well. </p><p>Thus, these three determinants are extremely important for the internationalization process and they have to be taken into consideration during the international expansion.</p>

<p>The recent emergence of Multinational Companies (MNCs) from developing countries as players of major role inside their industry has led the academic agenda to dedicate a lot of efforts on better understand the internationalization particularities of companies from this kind. This research aims on contributing to the already existent theoretical bodywork by highlighting the differences between firms from developed and developing countries by performing a cross-country comparison between two firms from the same industry: a Brazilian company, which will be called Beta due to confidentiality issues, and a Swedish company, which will be named Alpha. Although being joint-managed by Swedish and Swiss assets, this study focus on the Swedish part of the society, which is constituted by the firm which will be named Gamma. Both companies operate on the electric motors, power and automation technologies segment. The theoretical framework used was built under traditional International Business theories, such as the Nordic Research School in International Business and the Eclectic Paradigm. The method used constituted in a multiple case-study and data were collected from companies’ reports  as well as other publications, and primary data were collected by applying a questionnaire with both firms. Results highlight how the self-experience was more important for Beta while partnerships affected more the case of Alpha. Different ownership advantages structures held each firm point out that the developed country MNC enjoys greater brand equity, making the developing country firm to provide adapted solutions to its customers in order to compete in the market. The orientation on seeking for localization advantages can be described as an extent as their capacities developed in the home market, and the drivers for producing abroad are similar among the firms.</p>

The purpose of this paper is to explore the internationalization process of Chinese Born Global SMEs and attempt to reveal the uniqueness. Base on the literature review and former studies, in this paper the Born Global SME internationalization process is assumed to depend upon the firms’ entrepreneurs’ experience, background and network; Product characteristics; Degree of Internationalization; Environment and Globalization. In the study, a qualitative study was conducted in order to generating the understanding why and how Chinese Born Global company internationalization. More specifically, the problem was investigated by using cases study and conducting in-depth interviews of key employees in four case enterprises. The case companies were selected from a pool of respondents to a survey, all of which are located in Zhejiang Province, Eastern China and founded in 1990s. After analyzing the empirical data and comparing them with theories, the result demonstrates that Born Global SME is extremely international, and their internationalization process is totally different from the traditional internationalization theories. The main conclusion of the study is Born Global SMEs growing rapidly in China, however, Chinese Born Global SMEs still on initial stage, OME mode is a wide used mode to enter international market by Chinese Born Global SMEs, at the end, some recommendations was also given.

Date: 23rd November, 2009   Level: Master Thesis in International Business and Entrepreneurship (EFO705), 15 credits   Authors: Karakawat Sarasalin (830117-T255)    Thitiporn Watthanachai (831031-T124) ksn08001@student.mdh.se                       twi08001@student.mdh.se Title: The internationalization process of Red Bull from the perspectives of global expansion Supervisor: Jean-Charles Languilaire Problem Statement: How did RED BULL manage to be as an important central international market player? Purpose: The purpose of this research is to describe the internationalization process of Red Bull; how Red Bull created, sustained and developed?   Method: We mainly use secondary data and the qualitative data. Qualitative data in the form of interview questions through e-mailing. But we also use quantitative method based on documental research from books and internet.   Conclusion: Red Bull does not follow the standard pattern of establishment chain presented in the Uppsala model. Its establishment chain is composed of three stages: licensing ,wholly owned sales subsidiaries and jointed venture. Red Bull has developed strong market within the beverage industry network and strong bonds with its external suppliers. The expansion decisions of Red Bull have been influenced by the factors. Red Bull developed in the European market, we found that it careful consideration about both internal and external factors, Red Bull usually prefers to conquer a new market with a relevant low risk entry mode. Keywords: Red Bull, internationalization, network, factors

The recent emergence of Multinational Companies (MNCs) from developing countries as players of major role inside their industry has led the academic agenda to dedicate a lot of efforts on better understand the internationalization particularities of companies from this kind. This research aims on contributing to the already existent theoretical bodywork by highlighting the differences between firms from developed and developing countries by performing a cross-country comparison between two firms from the same industry: a Brazilian company, which will be called Beta due to confidentiality issues, and a Swedish company, which will be named Alpha. Although being joint-managed by Swedish and Swiss assets, this study focus on the Swedish part of the society, which is constituted by the firm which will be named Gamma. Both companies operate on the electric motors, power and automation technologies segment. The theoretical framework used was built under traditional International Business theories, such as the Nordic Research School in International Business and the Eclectic Paradigm. The method used constituted in a multiple case-study and data were collected from companies’ reports  as well as other publications, and primary data were collected by applying a questionnaire with both firms. Results highlight how the self-experience was more important for Beta while partnerships affected more the case of Alpha. Different ownership advantages structures held each firm point out that the developed country MNC enjoys greater brand equity, making the developing country firm to provide adapted solutions to its customers in order to compete in the market. The orientation on seeking for localization advantages can be described as an extent as their capacities developed in the home market, and the drivers for producing abroad are similar among the firms.

Due to the globalization trend, the internationalization of small and medium enterprises (SMEs) has become a common practice in the last decades. The previous literature suggested that there are many different determinants of the internationalization process. However, in this research study, we focused on only three determinants – institutions, networks, and entrepreneur and their influence on the internationalization process. More specifically, we identified the significance of the three determinants and tested their influence on the internationalization process and compared the similarities and differences between the SMEs in Sweden and China. A qualitative study was carried out to help determine the purpose of the paper, where data was collected through four case studies – two from each country, within the toy industry. The primary data was collected through personal phone-interviews with the CEOs of the four toy companies, complemented with secondary data collected from the companies’ web sites. The empirical findings and analysis brought some interesting conclusions. The three determinants – institutions, networks and entrepreneur influence the internationalization process in one way or another. Firstly, institutions influence both networks and entrepreneur, but there is no evidence showing that networks and entrepreneur influence institutions. The institutions are also the key determinants of the internationalization process of Chinese SMEs. Secondly, networks and entrepreneur are interrelated to each other and play a key role in the internationalization process of Swedish SMEs, and somewhat influence the Chinese SMEs as well. Thus, these three determinants are extremely important for the internationalization process and they have to be taken into consideration during the international expansion.

Our employer, Gaddad, is a tattoo and piercing community that was created in 2006 with the basic idea to make it easier for people to get in touch with the tattoo artists and piercers from all over Sweden. With the homepage’s popularity at 2009 they decided to expand with the news page Inkzine. 2011 they contacted us with a plan to expand the homepage to Europe and then merge their two sites under the name Inkzine.The goal of this project was to create design suggestions for Gaddad / Inkzine that both the administration and the current users liked and would consider implementing on the website. In order to evaluate the current design and our suggestions we decided to use two questionnaires . The first questionnaire evaluated the currentdesign to provide us with information for the redesign. The second questionnaire evaluated our new suggestions.With these questionnaire we also carried out an analysis to see the differences in opinions among the users and also between the administration and the users.We also investigated other community homepages, company homepages that had been internationalized, and other tattoo homepages. To see what others had done to adapt to the international market and to investigate the design of tattoo homepages.We also did literary studies in redesign and internationalization, in order to obtain a theoretical foundation for our work.The results of the investigation of other homepages showed that in order to perform an internationalization of a web site no major changes to the looks were necessary, only linguistic changes. The results of our questionnairesshowed that users had in most cases put the majority of their votes on

The internationalization of SMEs can be expected to gain further momentum because the world economy is becoming increasingly integrated with continuing declines in government-imposed barriers and continuing advances in technology. Meanwhile, more and more SMEs from developing countries start to increase their overseas business. The purpose of this thesis is to study or investigate how SMEs develop and implement their internationalization strategies. To be able to illuminate this question in more detail, essential factors will be looked upon in this paper. We choose the export business as a main entry mode due to SMEs general lack of resources. Generic strategies and marketing mix analysis will also be discussed in the paper in order to obtain essential factors which influence performance of SMEs from developing countries which internationalize their business.Only a qualitative study was carried out to help determine the purpose of the paper, where data was collected through a real case study which was an Exporting Company from a developing country. The primary data was collected through interviews via email with the company founder, accounting manager, manufacturing manager and sales managers, complemented with secondary data collected from internet sources.The empirical findings and analysis has brought to light some interesting conclusions. Export can be a smart choice for SMEs, because they lack of resources at the initial period. Whether the choice is direct export or indirect export, the driving force of SMEs from developing countries are their natural dispositions. Mixed generic strategy can help SMEs conquer disadvantages. While marketing mix theory can also help SMEs aim at niche markets more clearly.Thus, exporting as the most suitable entry mode for SMEs, while mixed generic strategies and marketing mix theory also should be taken into consideration. Therefore the success of internationalization process will be increased for SMEs from developing countries.