Globalization and the rapid growth of online-transaction through e-commerce platforms is increasing at a fast pace, not to mention the acceleration during and after the pandemic of Covid-19. The purpose with this qualitative case study of a company operating in the fragrance industry is to give a better understanding of how a company successfully succeeded in internationalizing by utilizing a B2B e-commerce strategy, and how the same company can change strategy to utilize B2C e-commerce to enter a new market which in this case are Sweden. A key factor of the company's success turned out to be the building of the customer and supplier network, and the tight collaboration with already existing giants in the market to attract suppliers in the first place. This allowed the company to provide good customer service, and a variety of products. Further, to be able to enter the Swedish market promotional activities, a customer-centric website that provides in store-like experience, close relationships with their consumers, and cooperation with brand suppliers to build a strong strategic alliance has been shown as important factors in order to succeed in a B2C e-commerce internationalization process.

Multinational corporations (MNCs) encounter intricate challenges as they expand their global presence, which demands strategic decision-making. The selection of an entry mode significantly impacts various aspects of a firm's operations, stakeholder relationships and long-term performance. This thesis focuses on Swedish companies entering the US market to investigate how Internal Factors and Host Country Conditions shape entry mode strategies. The primary objective is to deepen the understanding of interactions between internal firm demands and external conditions when evaluating entry mode choices. The study considers Internal Factors such as dissemination risk, control, and resource commitment, as well as Host Country Conditions including culture, market attractiveness, legal environment, and uncertainty. The key findings highlight a discrepancy between the recommended entry modes in each category, emphasizing the importance for firms to assess the relative significance of each category and prioritize one over the other. This approach enables firms to gain a clearer understanding of how to effectively enter the market.