Syftet med denna uppsats ämnar att beskriva svenska modeföretags internationaliseringsprocess. Därför ska vi undersöka och analysera nätverkets betydelse, barriärers påverkan, val av etableringsstrategier och varumärkesbyggnad vid internationalisering. För att uppnå syftet med vår studie har nedanstående huvudproblem formulerats:   Hur går svenska modeföretag tillväga vid etablering och varumärkesbyggnad på den internationella marknaden?   Uppsatsens teoretiska utgångspunkt innefattar svenska modeföretags etablering på den internationella marknaden vilket berör internationaliseringsprocessen, nätverksperspektiv, barriärer, etableringsstrategier samt varumärkesbyggnad. Studien utgår från en kvalitativ forskningsmetod med en deduktiv ansats där fyra fallstudier har tillämpats. I empirin redogörs en jämförelse mellan fallföretagen, vilket leder fram till analysen där empirin ställs mot teorin. Uppsatsens slutsats visar att svenska modeföretags internationaliseringsprocess innebär att företag ställs inför olika utmaningar som val av marknad och att hitta samarbetspartners. Företag väljer etableringsstrategi för företagens verksamhet och bygger upp varumärket på den internationella marknaden. Avslutningsvis presenterar vi det gap vi funnit i teorin, teoretiska bidrag, praktiska rekommendationer samt framhäver förslag till vidare forskning. / The purpose of this paper is to describe the internationalization process of Swedish fashion companies’. Therefore, the network's importance, the barriers impact, choice of market entry mode and brand building in the internationalization will be examined and analyzed. In order to achieve the purpose of our study the following main question were formulated:   How do Swedish fashion companies’ proceed with expansion and brand building in the international market?   The theoretical base of the thesis includes Swedish fashion companies’ establishment in the international market which affects the internationalization process, the network perspective, barriers, market entry mode and brand building. The study is based on a qualitative research method with a deductive approach where four case studies have been applied. In the empirical data a comparison is presented between the four case studies, followed by analysis where the empirical data is compared against the theory. The study’s conclusion implies that Swedish fashion companies’ internationalization process implies that companies’ face different challenges such as the choice of market and finding partners and the choice of market entry mode for the business and brand building on the international market. Finally, we present the gap we found in the theory, theoretical contribution, practical recommendations and highlights suggestions for further research.

Problem: Japan är en av Sveriges största exportmarknader med 127 miljoner konsumenter och en intressant marknad för svenska företag. Den japanska marknaden innehar många hinder och utmaningar och har tidigare varit restriktiv mot utländska företag. Svenska små och medelstora företag har oftast mindre kapital och resurser än stora företag vilket kan påverka deras val av etableringsstrategier samt vilka hinder och utmaningar de stöter på. Syfte: Syftet med denna studie är att undersöka vilka etableringsstrategier som svenska företag kan använda för att göra affärer i Japan. Metod: I denna studie har det använts en kvalitativ metod där semistrukturerade intervjuer genomfördes med totalt sex informanter. Intervjuerna har genomförts med tre företag som har verksamhet i Japan. De övriga tre intervjuer var med en universitetslektor samt statliga/halvstatliga organisationer. Slutsatser: Hinder som framkommit är icke tariffära barriärer som komplicerade administrativa procedurer, lagar och regler, förståelse av den japanska affärsmiljön samt de höga konsumentkraven. Utmaningar som framkommit är det japanska språket, höga operationskostnader, konkurrensintensiteten (främst på B2B-marknaden) samt långsiktiga relationer och förtroende som tar lång tid att bygga upp. Ursprung och nätverk är något som bör tas hänsyn till då de kan underlätta etableringen på den japanska marknaden. Svenskt ursprung är något som uppskattas i Japan och nätverk kan bidra till att lokala kunskaper och erfarenheter tas vara på. Etableringsstrategier som svenska företag kan använda sig av i Japan är direkt eller kooperativ export samt etablering genom intermediate modes som exempelvis joint venture och mellanhand. Dessa etableringsstrategier respekterar värden som förtroende och långsiktiga relationer vilket är essentiellt för att göra affärer i Japan. / Problem: Japan is one of Sweden’s largest export markets with 127 million consumers and an interesting market for Swedish companies. The Japanese market has many obstacles and challenges and has previously been restrictive to foreign companies. Swedish SMEs usually have less capital and resources than large companies which can affect their choice of establishment strategies as well as the obstacles and challenges they encounter. Purpose: The purpose of this study is to investigate the entry strategies that Swedish companies can use to do business in Japan. Methodology: In this study, a qualitative method was used in which semi-structured interviews were conducted with a total of six informants. The interviews were conducted with three companies operating in Japan. The other three interviews were with a university lecturer and state / semi-governmental organizations. Conclusions: Obstacles that emerged in this study are non-tariff barriers such as complicated administrative procedures and laws and regulations, understanding of the Japanese business environment and high consumer demands. Challenges that have emerged are the Japanese language, high operational costs, the intensity of competition (mainly in the B2B-market), as well as long-term relationships and trust that take a long time to build. Origin and networks are something that should be taken into account as they can facilitate the entry in the Japanese market. Swedish origin is something that is appreciated in Japan and networks can help to utilize local knowledge and experience. Entry strategies that Swedish companies can use in Japan are direct or cooperative exports and intermediate modes such as joint venture. These entry strategies respect values such as trust and long-term relationships, which are essential for doing business in Japan.

Economic globalization, regional economic cooperation and knowledge economy make a great impact on the development of the new century. The changes of international trade and investment reflect the variety of the world economy development; the world economic development, in turn, influences the international trade and investment in both quality and quantity (Feenstra, 1998). The international marketing has become an important trend in this modern society, global strategy has been put at the top of the agenda of many companies. And making development in the international market can also be a good solution for the companies to increase their competition (Mittelman, 1996). It is vital for those companies to deal with foreign market entry as a first step in accomplishing their global mission (Onkvisit & Shaw, 2004).  How to enter a foreign market is very important in this case, so the purpose of this work is therefore to research important factors on entering a foreign market. The theories, including environmental assessment before entry and foreign market entry strategies, are summarized by literature review and in order to make the theories applicable, a case study on a company inChinahas been done in this work as well. The methods used in this work include collecting processed data from literature review, gathering primary data by telephone interviews and through e-mails. SWOT analysis is used to assess targeted market for the case company. The case company is Shandong Shuanglun Group which is a famous pump manufacturer inChina; its targeted market that the company wants to enter is the Italian market. After SWOT analysis, the conclusion of this work indicated that opportunities of entry targeted market for the case company includes favorable tax policies and relevant laws, the threats in high context culture and terrorist activities should be paid attention to. The company has strengths in product but weaknesses in service, strategic alliance with one local pump manufacturer and exporting could be their market entry modes.

The diploma thesis is devoted to market entry strategies, afterwards it is focused on entry to swedish market of selected company.The first chapter theoretically describes market entry strategies. The second chapter is focused on swedish market, as a target market of chosen company. The main part of this chapter pursues description and analysis of swedish entrepreneurial environment. Therefore two reports are used: Doing Business Report and Global Competitivness Report. The third chapter describes market entry of selected company, the fourth part evaluetes its rate of success. The aim of this thesis is to analyze reasons and market entry strategies, evaluate swedish market from the perspective of the Czech company entering the swedish market and at the end to assess the rate of success of the market entry.

This thesis focuses on examining key competitive strategies for multinational corporations(MNCs) operating in emerging markets, and what factors contribute to the success or failureof these strategies. Also, this research will study how MNCs can adapt competitive strategiesto fit emerging market characteristics and local market conditions. It will also examine thefactors of variation for competitive strategies across different emerging markets.The empirical findings in this study were acquired using a qualitative single case study of anMNC operating in international markets. The findings were gathered through semi-structuredinterviews to then be analysed and discussed with the literature review to highlight differencesand similarities.The conclusion of this thesis displays competitive strategies used by MNCs in emergingmarkets and the factors that impact success or failure. The single case study of NIBEgenerated examples of competitive strategies in emerging markets, more specifically howacquisition and subsidiaries were used to adapt to local market characteristics. Factorsaffecting the success or failure of MNCs are institutions, networks, local regulations andnorms, together with local market conditions.

Scholars in the international business field have presented various findings on international entry mode strategies, yet few were conducted on the Middle East. However, a recent study has presented a new form of entry mode used among multinational corporations (MNCs) in the Middle East where foreign companies tend to form partnership with individuals (local sponsor) rather than corporations when entering the market. The entry mode is presented as “sponsorship” entry mode, which is a new form of entry used by MNCs. It allows MNCs to enter the market in a similar way of joint venture, however, instead of finding a partner to penetrate the market MNCs are required to find a local sponsor. The thesis purpose is to examine the case of United Arab Emirates (UAE) as one of the most attractive countries for foreign investors in the Middle East. In addition, the thesis will provide a deeper understanding of the “Sponsorship” entry mode and the different criteria needed to select a local sponsor. To get a deeper understanding of the subject, a qualitative approach has been followed. Additionally, the data was collected through semi-structured interviews with senior managers and CEOs, which were based on the literature review to get rich findings. The literature review presents several theories and models that helped to analyse the data collected from the interviewees. Moreover, a conceptualize framework was added in the literature review chapter to summarise and illustrate a primary framework that provides an idea on the “sponsorship” entry mode.  By analysing the data that were collected, the outcome of the research reviled various forms of local sponsors that could be chosen based on the criteria needed to guarantee a successful entry. The findings have also provided insightful examples of different challenges that could be faced when establishing a sponsorship through a local sponsor and the different strategies used to cope with such challenges. The outcome of this study has provided a deeper understanding of the “sponsorship” entry mode and the different selection criteria needed to select a local sponsor. Finally, the thesis concluded the study by providing answers to the research questions and summarizing the answers into the revised conceptual framework.

當前全球金融海嘯導致經濟步入衰退期，亦使得銀行業的競爭格局和經營業態發生重大的變化，中國銀行業者趁勢崛起，台灣銀行業所處的金融環境則愈趨嚴峻。外資銀行在中國逐漸拓展業務多年後，受限於兩岸法令，台資銀行仍積極尋求進入大陸市場之發展契機；台灣雖然未能趕在中國入世後的第一時間進入大陸市場，錯過登陸的最佳時機，不過2009年，兩岸可望簽署MOU，簽署後，台資銀行至少可以透過下列五種形式進入中國國內銀行業市場，分別是: (1)成立外資獨資銀行；(2)與中國國內銀行機構合資建立新銀行，即建立合資銀行；(3)在中國設立銀行分支機搆；(4)購買並持有中國國內銀行機構的股份；(5)與中國銀行機構策略聯盟進入業務合作。台灣金融業有機會突破現況，加快其赴大陸投資之腳步。本論文即以當前台灣銀行業為主題，針對本議題加以探討分析，探討其在前進中國市場時，可能採取的經營及投資策略。 全文共五章，分別為：第一章緒論：就本論文之研究背景、動機及目的進行簡單扼要之說明。第二章係相關文獻之探討。第三章說明本研究之研究架構及方法。第四章則為個案探討，先就中國經濟及金融制度之發展、外資銀行在中國的策略與發展歷程，以及其與中資銀行的競合關係進行分析，接著探討台資銀行進入中國之途徑與策略，並藉實務訪談之方式，分析台資銀行進入大陸市場的發展策略，探討目前台資銀行運作方式及困境，期盼於分析研究中尋求一個較佳之模式；最後本研究透過文獻探討及實務訪談經驗，加以整理評析，對台灣銀行業者提出建議，做為其進入中國大陸營運的參考，以俾有所助益，完成本研究之目的。

Submitted by Silvana Teresinha Dornelles Studzinski (sstudzinski) on 2015-07-03T17:40:01Z No. of bitstreams: 1 AndreCarvalhoLindemam.pdf: 929527 bytes, checksum: 60b2d11de24543bd40bd55f690859780 (MD5) / Made available in DSpace on 2015-07-03T17:40:01Z (GMT). No. of bitstreams: 1 AndreCarvalhoLindemam.pdf: 929527 bytes, checksum: 60b2d11de24543bd40bd55f690859780 (MD5) Previous issue date: 2011 / Nenhuma / A partir da aplicação do conceito de empreendedorismo à organização surge a orientação empreendedora (OE), que se refere ao processo empreendedor no nível organizacional. A orientação empreendedora focaliza-se nos métodos, práticas e estilos de tomada de decisão usados para agir de forma empreendedora. Uma das formas de se perceber a OE de uma organização é através das suas dimensões: inovação, propensão ao risco e proatividade. Esta dissertação busca analisar a OE no contexto internacional. Neste sentido, destaca que as empresas interessadas em operar no mercado internacional precisam de criatividade, proatividade e cálculo de risco, para conseguir superar as dificuldades impostas pelo mercado. Em relação às operações no mercado internacional, a inserção das empresas brasileiras nesse mercado é considerada tardia em comparação às suas concorrentes de nações desenvolvidas. Realizar operações internacionais requer o desenvolvimento de estratégias deliberadas, que permitam o ingresso de produtos, tecnologias, gestão, recursos humanos, entre outros recursos de uma empresa, em país estrangeiro. Também envolve escolher a melhor estratégia, seja por exportação, contratual ou por investimentos, e requer da empresa ações pertinentes à superação de barreiras existentes à internacionalização, seja para entrada e/ou operações. Esta pesquisa, de natureza qualitativa, analisa, através de estudo de caso único, como o empreendedorismo no nível organizacional - aqui especificado como orientação empreendedora (OE) através de suas dimensões inovação, propensão ao risco e proatividade, bem como os seus elementos constitutivos - contribui no contexto de internacionalização de um grupo vinícola brasileiro, representado pelo Miolo Wine Group (MWG). Os dados foram coletados por meio de entrevistas em profundidade e análise documental. Os principais resultados encontrados destacam que a OE contribui no processo de internacionalização do MWG através: da entrada em mercados estratégicos, na redução da barreira da falta de associação entre Brasil e o vinho de qualidade, na diferenciação dos seus produtos em relação aos demais produtos brasileiros na competição internacional, tecnologia avançada, qualidade dos produtos, no aproveitamento do potencial de algumas regiões ainda não exploradas, sendo benchmarking internacional, aumentando o volume de vendas, na identificação de ameaças e planejamento global, na identificação de inovações e através do fortalecimento da marca. / By applying the concept of entrepreneurship to the organization comes to entrepreneurial orientation (EO), which refers to the entrepreneurial process, at the organizational level. The entrepreneurial orientation refers to the methods, practices and styles of decision making used to act in an entrepreneurial way. One way to realize the OE of an organization is through its dimensions: innovation, risk propensity and proactivity. Companies interested in operating in international markets, need creativity, proactivity and risk calculation, to help them to overcome the difficulties imposed by the market. Regarding operations in the international market, Brazilian companies are considered late for its inclusion in comparison to its competitors from developed nations. International operations requires determination of strategies that could allow the inflow of products, technologies, management, human resources and other resources of a company in a foreign country. It also involves choosing the best strategy, whether for export or investment contract and requires the company, appropriate actions to overcome barriers to internationalization, both for entry and / or operations. This research is qualitative in nature and examines, through a single case study, how entrepreneurship at the organizational level, here specified as entrepreneurial orientation (EO) through its dimensions, which are: innovation, risk propensity and proactivity, and their constituent elements, contribute in the context of internationalization of Brazilian wine group, represented by Inside Wine Group. Data were collected through in-depth interviews and documentary analysis. The main findings highlight the OE helps in the process of internationalization of the MWG through: strategic market entry, reducing the barrier of lack of association between Brazil and wine quality, to differentiate their products in relation to other Brazilian products in international competition, advanced technology, product quality, in harnessing the potential of some unexplored regions, and international benchmarking, increasing the volume of sales, in identifying threats and overall planning, identification of innovation and by strengthening the brand.

隨著全球經濟和社會發展需求的變化，資訊產業的全球性結構調整日益明顯，由硬體主導型的發展轉為向軟體和服務主導型發展。經濟全球化為我國軟體產業發展提供了難得的機遇，我國軟體產業要積極參與國際分工，就必須走向世界，但是在走向世界的同時，也必須仔細思考什麼才是自己國際化的目的、自己企業內部的核心資源是什麼、做好自己的國際化策略或戰略的準備嗎？也因此在國際化動作中，如何選擇正確的海外市場進入策略就顯得格外重要，要採用怎樣的進入策略與企業核心資源、國際化策略、企業服務內容與產品等等之間的關係與互動已不是單純不變的環結，而是隨著市場變動不停變化的，也因此動態性調整就成為一個很重要的課題。 在眼前的日常生活當中，什麼事情已經都脫離不開資訊。也因此作為資訊產業核心的軟體及資訊服務產業，已成為新世紀全球的第一大產業。IDC 在2005年9月的研究報告中顯示全球資訊服務產業在 2003年產值已高達6410億美元，爾後年平均成長率一直保持在 5-9% 之間，可以說是一片欣欣向榮的氣象，到去年 2005年整個產值達到 7400億美元，預期到 2009 年，整個資訊服務產值將到 9250億美元，這也意味著繼工業大革命後的另一個新經濟時代的到來。 在整個產業成長中，又以亞太地區成長最大，從 2003-2009 CGAR 達 9.7%，遠超過全球平均 CGAR 6%。我國因具備良好資訊基礎設施、具備與華人相同語言、文化背景、接近並熟悉亞太市場、充裕資金與高階經營人才、與西方的技術合作經驗、豐富的 PC 軟硬體整合經驗等。充分顯示台灣軟體產業在競爭的市場環境中比起歐美資訊大廠已率先佔據極佳位置。 因此本研究就以進入策略的學術理論做為基礎，再結合個案公司實務上軟體業海外發展經驗，整合一套適於軟體產業的海外市場進入策略供企業參考。以研究結論來看，資訊軟體業因為產品與服務的特性關係，較易偏向採用較高承諾度的資源投入方式，將營業拓展至海外市場；除此之外，在地化的深耕發展也是必需要走的一條路，而且因為隨著地主國市場的投入，對地主國市場的熟悉度也會漸漸增加，也因此會在地主國市場進行一系列動態性的營運策略調整。這裡所謂的營運策略，不僅僅只是產品策略或市場策略，甚至整個市場的進入策略也會隨之調整，譬如說由獨資的進入策略轉變為合資的模式。 / As today’s global economic and social development needs continue to change，the Information industry’s global economic requirement change has gradually become more obvious；shifting from a hardware-driven type of development，to software and service-lead development。Economic globalization has brought along excellent opportunities to the development of our national software industries；to actively participate one’s software industry in the international division of labor，one will have to proceed toward the outer world；meanwhile，one must also carefully consider the purpose of one’s internationalization，the core resources of one’s inner enterprise，and whether one is prepared with a proper internationalization strategy。Consequently， knowing how to correctly select suitable foreign markets and entry strategies to be incorporated into the strategy is exceptionally critical in the process of internationalization，and in addition to that，the decision as to how the foreign markets should enter into the strategy，the enterprise’s core competence，internationalized strategy，the service content and product of the enterprise and etc. ，the relationship and interactivity between the each are no longer simple and invariable connections；instead，they are now constantly varied in accordance with the market change，and as a result, dynamic adjustment has became a very important topic today。 In today’s society，our everyday lives have become inseparable from the information technology；therefore，as being the core of information industries，software and information service have become one of the worlds top main industries of the new century。In August，2005，research from IDC have shown，that the global information service industries’ industrial output value in 2003 has increased up to 6410 billion USD；from then on，the output value has successfully maintained an annual average rate of 5-9%。Apparently，that was the sign of a long-term prosperity，as last year (2005) the output value has boosted up to 7400 billion USD。Predictions have been made that the value will continue to rise dramatically in the years to come，and in 2009，the output value for information service industries will reach a height of 9250 billion USD；this also meant the arrival of the age of new economics after the industrial revolution。 Within the whole industrial development in general，the Asia Pacific area stand to have the most rapid growth，with a CGAR rate of 9.7% from the year 2003-2009，which highly exceeded the world average rate of the CGAR of 6%。The reason for our outstanding industrial development is basically due to our possession of a good information infrastructure，similarity of the language and cultural background in Asia, familiarity toward the Asia Pacific market，abundant funds and talented individuals with high management skills，and our rich background experiences with the western technical collaboration，PC hardware and software integrations and etc。These qualities all demonstrated that apparently，in today’s competitive market，Taiwan software industries have already exceeded many of Europe and America’s top information manufacturers。 The following study will use the academic theories for the process of foreign market entry strategies as the fundamental base，and on top of that，the practical aspect based on personal experiences of software industry’s foreign market developments；these will be combined into a set that is applicable to software industries for the foreign market entry strategies，suitable for enterprises’ reference。

Background - The positive impacts of globalization have been widely discussed, whereas many researchers argue that national borders are of less importance. However, as national borders are argued to be of less importance, some researchers miss to point out that the institutional differences remain and they are challenging to change. Purpose - The purpose of this study is to examine and compare the entry strategies of three Swedish firms entering both a developed and an emerging market with a focus on the different institutional contexts. Method - This study has applied a qualitative method with an abductive approach and an instrumental case study strategy, whereas 3 semistructured interviews with 3 different firms having experience from both a developed and an emerging country were conducted. Conclusion - When firms enter a developed country with few institutional differences, they commit more resources and do not feel the urge to use a local partner. Entering an emerging country, the firms choose a more cost-efficient entry with less resource commitment and prefer to use a local partner with local knowledge. / Bakgrund - Globaliseringen och dess effekter har diskuterats flitigt under de senaste decennierna och en centralpunkt i debatten är att nationella gränser minskat i betydelse. Trots att många hävdar att vi rör oss mot en alltmer gränslös värld förbises institutionella skillnader som generar stora utmaningar. Syfte - Syftet med denna studie är att undersöka och jämföra tre svenska företags etableringsstrategier i både ett utvecklat och ett utvecklingsland med fokus på de olika institutionella förhållandena. Metod - Denna studie har använt sig av en kvalitativ metod med en abduktiv ansats och en instrumental case studiestrategi. Studien har använt sig av 3 semi-strukturerade intervjuer med 3 olika bolag, där bolagen haft erfarenhet av etablering i ett utvecklat och ett utvecklingsland. Slutsatser - I ett utvecklat land där de institutionella skillnaderna är små, väljer bolagen att lägga ner mer resurser på sin etablering och känner ett mindre behov av att ha en lokal partner. I ett utvecklingsland med större institutionella skillnader väljer bolag en mindre resurskrävande och mer kostnadseffektiv etablering, där behovet av att ha en lokal partner med lokal kännedom är stort.