Abstract   Purpose: The purpose of this thesis is to show how the firm-specific resources interact with the institutional context of an emerging country in the case of E-business micro firms. This is done by identifying the factors and investigating the outcomes of those factors which give these firms economic performance from the perspective of the entry, as well as growth. This study aims at extending the knowledge on the entry and strategies of E-business micro firms entering into China. The goal of the study is to answer the research question, “How can firm-specific resources, paired with country-specific institutional context influence the successful entering into China for micro e-businesses?”, and to provide entrepreneurs which desire to internationalize on the Chinese market with a frame of reference and good practices in E-business.   Frame of references: Literature on SMEs and their associated entry modes, institutional context, firm resources and performance was used to develop a theoretical basis for the paper. The research gap was found in the corroboration of these terms in the context of the emerging Chinese E-business market.   Method: This study has adopted an inductive approach and was exploratory in nature. Qualitative case studies were employed to collect and analyze data with regards to micro E-businesses currently active on the Chinese market. The firms found are all foreign to China but active on Chinese soil. To collect primary data, we have used semi-structured interviews. For secondary data, we have used financial data, websites, and firms’ power point presentations. Following, the data was categorized, coded and analyzed according to professional research methods. Because the study is inductive, the literature was linked and discussed in relation to the findings.   Findings: The findings are numerous, stemming from both the analysis of the data, as well as from the coupling of the initial firm-resource findings with the institutional context findings. The discussion and conclusion hold all the findings. Due to their amount, they cannot be presented here in their entirety. However, the two major findings and criteria to be considered in the case of our research questions are: Proposition 1: For micro B2C E-businesses, the tangible resource is less important than the intangible resource. The capability of applying the Chinese market knowledge and experience to the institutional context, and bringing the results into the entry strategy is more important than the tangible resources Proposition 2: In a matured E-business institutional context, a partnership entry mode which requires lower investment is preferable for foreign micro E-businesses and can lead to a higher possibility for success.

The goals of my thesis are to present the researched company an analysis of a German market in a speed-reading industry, to discuss the correctness of company's hypotheses about the German market compared to the German reality, and to suggest a marketing strategy for the company's market entry supporting the selected market entry mode. In the first part, the theoretical section is introduced in which motives for foreign entry, followed by models of an environment analysis, of entry modes and of a customer analysis are described. These models are further used in the second part in which specifically speed-reading market in Germany and a German customer are analyzed. Based on the analyses, the market entry mode of the company is suggested, followed by the evaluation of the previously defined hypotheses regarding a German customer and a product, and, lastly, the next steps which the company should execute are proposed.

Cílem této práce je vypracovat strategii vstupu produktu "A" farmaceutické společnosti "F" na český a slovenský trh. V této práci je tato strategie analyzována a hodnocena pomocí metody NPV (Net Present Value) a dalších metod. Na základě tohoto hodnocení je strategie vybrána. První kapitola zahrnuje teoretická východiska jednotlivých metod použitých pro účely této práce. Je zde zejména osvětlena metoda NPV a metody vhodné pro analýzu relevantních trhů, společnosti "F" produktu "A". Ve druhé kapitole je provedena analýza trhu České a Slovenské republiky a také analýza společnosti "F" a produktu "A". Tyto analýzy zahrnují jak vnitřní tak vnější potenciál společnosti i produktu. V závěrečné kapitole je vypracována navrhovaná strategie vstupu pro produkt 'A', jež je poté ekonomicky hodnoceny pomocí modelu NPV a dalších modelů.

Cieľ diplomovej práce je navrhnutie vhodnej stratégie vstupu firmy Benzina, s.r.o. (Unipetrol, a.s.) na zahraničný trh. Práca obsahuje analýzu súčasnej situácie na domácom trhu v Českej republike a analýzu priemyslu v Ukrajine. Boli predstavené základné analytické metódy, ktoré boli následne vyhodnotené. Na základe uskutočnených analýz bola navrhnutá stratégia vstupu na Ukrajinu.

Einleitung Der Faktor Zeit nimmt in unserer heutigen Gesellschaft einen bedeutsamen Platz in den unterschiedlichsten Bereichen unseres Lebens und Wirkens ein. Beispielsweise verbreiten sich Nachrichten weltweit innerhalb von Minuten, Reisezeiten verkürzen sich von Tagen auf mehrere Stunden (Kurpjuweit 2013) und die Hersteller von Unterhaltungselektronik verkürzen die Produktlebenszyklen um neue Produkte schneller am Markt zu platzieren (Scheimann 2011). Die Reduzierung des Produktlebens ist bei vielen anderen Produkten des Konsum- und Investitionsgütermarktes festzustellen, da die Markteintrittsstrategie den möglichen Absatz des Produktes bestimmt (Meffert et al. 2008, S. 445f.). Der Erfolg eines Produktes ist jedoch eine Folge aus unterschiedlichen Aspekten, wobei die Zeit, neben der Qualität und den Kosten, einer der Hauptparameter ist. Demzufolge ist das Zusammenspiel dieser drei voneinander abhängigen Faktoren auch im Produktentwicklungsprozess zu berücksichtigen, um die geforderten Ziele zu erreichen (Burghardt 2013, S. 23). Diese werden durch den technologischen Fortschritt, die veränderten Bedürfnisse der Kunden und den internationalen Wettbewerb bedingt (Cooper 2010, S. 8ff.). Durch den Einsatz von strukturierten Produktentwicklungsprozessen können die Zielvorstellungen abteilungs- und aufgabenübergreifend berücksichtigt und kontrolliert werden. Anwendungsbeispiele für komplexe, aber systematische Produktentwicklungsprozesse sind in der Automobil- und IT-Branche zu finden (Braess 2013; Ruf & Fittkau 2008). Für die Produkte der Sicherheitstechnik muss bei der Entwicklung, Konstruktion und Fertigung jedoch ein Aspekt gesondert betrachtet werden – die Qualität. Es sind sehr hohe Anforderungen und Ansprüche zu erfüllen, die teilweise vom Gesetzgeber festgesetzt wurden, da die Sicherheit von Mensch und Maschine zu gewährleisten ist. Im Bereich des Explosionsschutzes, welcher als ein Teilgebiet der Sicherheitstechnik gilt, ist die Einhaltung von Richtlinien und Normen bei einer Produktentwicklung für den Markteintritt zwingend erforderlich. Neue Bauteile werden u.a. durch aufwändige Prüfungen von benannten Stellen erprobt. Diese Bedingungen beeinflussen den Produktentwicklungsprozess und die Konstruktionsmethodik im Explosionsschutz fundamental und charakterisieren den kosten- und zeitintensiven Vorgang durch aufwändige Iterationen (Träger et al. 2005).

Background: Companies always look for opportunities to expand their businesses internationally as it is the way for them to grow beyond its current status. Nowadays, emerging markets seem to be very attractive in terms of economic growth. Thus, there is a tendency towards foreign direct investment inflows to emerging market economies. However, these markets can be very risky and there is no guarantee of success. Companies would have to be ready to face challenges and obstacles related to the unfamiliar environment. They would have to deal with the internal confrontation of whether to accept or reject the local rules of the game as well as to face difficulties in terms of maintaining a high standard of business ethics and promoting best corporate governance practices. Overall, the conditions of these markets can negatively affect the ethical behaviour of established foreign companies which in turn can negatively affect the reputation and brand value of these companies.  This paper describes and analyzes the above issues through a case study of two Swedish companies in the market of Kazakhstan: Tele2 and TeliaSonera. Purpose: The aim of this study is to analyze the effects of emerging market economy conditions of Kazakhstan on companies control structure or code of conduct, specifically how they can handle the internal confrontation and maintain a high standard of business ethics and corporate governance practices. Therefore, the tasks were also set to describe and analyze the entry process of two Swedish telecom companies into the market of Kazakhstan in order to improve the understanding of Swedish companies’ preparations, strategy of entry and operations when entering an emerging market of Kazakhstan. Methodology: The research thesis is based on the case study approach which uses a qualitative method to obtain the necessary data. Primary data was collected through interviews with the above mentioned two Swedish telecom companies in Kazakhstan. Secondary data was collected from e-sources. Findings/ Conclusions: In this research, I found that the best entry strategy for entering Kazakhstan is to form a joint-venture with the local partner, but if the company had an earlier experience in similar markets, then the acquisition strategy can be chosen. With regard to the ethical issues, factors such as a weak legal framework, a high level of corruption, poor corporate governance and cultural differences between Sweden and Kazakhstan as well as individual factors of all stakeholders including the manager may have a negative effect on the ethical behaviour of Swedish companies entering and operating in Kazakhstan. It is revealed in this study that Swedish companies manage to confront ethical dilemmas by choosing to “go at it alone”. To be able to confront these issues, companies should set their own bar for how to act as ethically and responsibly. Also, they should ensure the enforcement of codes of conduct, corporate governance, ethics training, ethical role model of top management and whistle-blowers policy.

眾所周知，區域性的經濟合作，已是國際經濟發展的趨勢。本研究即以歐 體金融統合此一環境的變遷，探討商業銀行在其海外市場進入目標之指引 下，權衡所有權因素及區位因素，以決定其歐體的進入策略──包括進入 方式、組織型態及經營的業務，並輔以臺灣銀行業之個案，藉此瞭解實務 界的作法。歐體金融統合主要的影響是：互惠原則、單一銀行執照、母國 監管原則、綜合銀行制度以及對銀行批發與零售業務的衝擊。銀行海外市 場的進入目標可分為市場擴張、資源尋求及政治性目的；進入方式則有獨 資新設，併購及策略聯盟；組織型態主要是代表辦事處、分行、子銀行、 代理行與財團銀行等。根據個案研究結果發現，歐體金融統合加速我國銀 行業國際化，而影響進入策略的所有權因素主要為規模及多國營運的經驗 ，區位因素則為雙邊貿易及投資額、國際金融中心、申請設立難易程度。 若非形格勢禁，分行是主要的進入組織型態，所從事的業務為傳統的批發 性銀行業務。在拓展海外據點的目標上則兼具經濟性與政治性，且國際化 程度不同目標亦有差異。

The international marketer is challenging new factors in the present globalized world. Such marketer has often to solve conflicts resulting from different laws, cultures and societies, and overcome a variety of constraints when entering or establishing foreign markets. Entering and establishing new markets is a complicated process affected by both, external and internal factors. To be successful in new markets, said marketers must formulate market entry strategy with regard to those factors. This paper was written with the purpose to investigate the relationship between relatedness of core business and business regarding the market in question, government policies and regulations, and entry strategy of companies entering the U.S. renal services market. We have carried out the exploratory research based mainly on secondary data obtained from annual reports from 1995 to 2005. The one case study on the Swedish health care company Gambro was conducted in order to formulate hypotheses, which can be proven in prospective research. The whole paper is written in the context of PSE market entry model developed by Anders Pehrsson. Based on the analysis we suggest that if the perception of barriers is low and the relatedness between core business and business regarding market in question is high, companies prefer a non-organic growth when entering the market.

<p>The international marketer is challenging new factors in the present globalized world. Such marketer has often to solve conflicts resulting from different laws, cultures and societies, and overcome a variety of constraints when entering or establishing foreign markets. Entering and establishing new markets is a complicated process affected by both, external and internal factors. To be successful in new markets, said marketers must formulate market entry strategy with regard to those factors. This paper was written with the purpose to investigate the relationship between relatedness of core business and business regarding the market in question, government policies and regulations, and entry strategy of companies entering the U.S. renal services market. We have carried out the exploratory research based mainly on secondary data obtained from annual reports from 1995 to 2005. The one case study on the Swedish health care company Gambro was conducted in order to formulate hypotheses, which can be proven in prospective research. The whole paper is written in the context of PSE market entry model developed by Anders Pehrsson. Based on the analysis we suggest that if the perception of barriers is low and the relatedness between core business and business regarding market in question is high, companies prefer a non-organic growth when entering the market.</p>

Submitted by Flavia Szylit (flavia.szylit@gmail.com) on 2012-05-16T22:58:03Z No. of bitstreams: 1 Dissertação Final_Flavia Szylit.pdf: 648767 bytes, checksum: 04138528ae2ab4cd6600a962bd61f98b (MD5) / Approved for entry into archive by Gisele Isaura Hannickel (gisele.hannickel@fgv.br) on 2012-05-17T12:21:57Z (GMT) No. of bitstreams: 1 Dissertação Final_Flavia Szylit.pdf: 648767 bytes, checksum: 04138528ae2ab4cd6600a962bd61f98b (MD5) / Made available in DSpace on 2012-05-17T14:48:07Z (GMT). No. of bitstreams: 1 Dissertação Final_Flavia Szylit.pdf: 648767 bytes, checksum: 04138528ae2ab4cd6600a962bd61f98b (MD5) Previous issue date: 2012-04-17 / A análise da estratégia de internacionalização de empresas é importante para a literatura de marketing, ainda mais em um mercado global que sofre rápidas mudanças (BARTLETT; SUMANTRA, 1991; MARKETING SCIENCE INSTITUTE, 2010). Nesse contexto, o estudo de empresas varejistas é de especial interesse, já que as vendas internacionais das maiores empresas varejistas representam 23,4% do total (SAAD, 2012). Um dos fatores analisados como influente das decisões referentes a estratégia de internacionalização de empresas varejistas é a Distância Psíquica, formada pela Distância Cultural e pela Distância de Negócios. Porém, apesar de muitos estudos considerarem essa relação, não existe um consenso sobre os efeitos da Distância Psíquica sobre a estratégia de internacionalização (CAVUSGIL; DELIGONUL; YAPRAK, 2005). A fim de contribuir com essa discussão, este trabalho analisa a relação entre Distância Psíquica e escolha da estratégia de internacionalização de empresas varejistas por meio da revisão de literatura e de uma pesquisa empírica. Tal pesquisa foi feita por meio de um experimento fatorial 2x2 com manipulação por instrução, tendo como variáveis independentes Distância Cultural e Distância de Negócios, e variáveis dependentes agressividade da estratégia de entrada e adaptação da estratégia de marketing. Também foi testada e relação entre as variáveis dependentes e a influência da experiência internacional nas decisões. A amostra foi composta por 85 respondentes que estudam e/ou trabalham com mercados internacionais. O estudo encontrou evidências de que a Distância de Negócios influencia tanto a agressividade da estratégia de entrada como a adaptação da estratégia de marketing, e que a Distância Cultural influencia a adaptação da estratégia de marketing. Além disso, foi encontrada uma correlação entre essas duas estratégias. Não foram encontradas relações entre a Distância Cultural e a agressividade da estratégia de entrada e nem da experiência internacional nas definições das estratégias de entrada e de marketing. Também não foi encontrada interação entre as Distâncias nessas mesmas definições. Assim, esse estudo gera algumas contribuições ao confirmar a existência da relação entre Distância Psíquica e estratégia de internacionalização. / The analysis of firms` internationalization strategy is important for the marketing literature, especially in a global market that undergoes rapid change (BARTLETT; SUMANTRA, 1991; MARKETING SCIENCE INSTITUTE, 2010). In this context, the study of retailers is of particular interest, since international sales of the largest retailers represents 23.4% of the total (SAAD, 2012). One of the factors analyzed as influential in retailers’ internationalization strategies decisions is the Psychic Distance, constituted by Cultural Distance and Business Distance. However, despite the fact that many studies consider this relationship, there is no consensus on the effects of Psychic Distance on the internationalization strategy (CAVUSGIL; DELIGONUL, YAPRAK; 2005). In order to contribute to this discussion, this paper analyzes the relationship between Psychic Distance and the choice of internalization strategy by retail companies through a literature review and an empirical research. This research has been done using a 2x2 factorial experiment with manipulation by instruction, having as independent variables Cultural Distance and Business Distance, and dependent variables aggressiveness of entry strategy and adaptation of marketing strategy. Also, the relationship between the two dependent variables and the influence of international experience on those was also tested. The sample consisted of 85 respondents who either studied and/or worked with international markets. The study found evidence that Business Distance influences both aggressiveness of entry strategy and adaptation of marketing strategy, and that Cultural Distance influences the adaptation of marketing strategy. In addition, a correlation was found between these two strategies. There was no relationship found between Cultural Distance and aggressiveness of entry strategy, nor between international experience and the definitions of entry and marketing strategies. There was also no interaction between the two distances in those settings. Thus, this study provides some insights to confirm the existence of the relationship between Psychic Distance and internationalization strategy.