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<p>Background</p><p>Internationalization is a rapidly increasing trend of firms and markets in today’s business</p><p>environment where fashion companies have evolved to be one of the most successful and</p><p>dynamic international retailers. Though a majority of SMEs in the retail fashion industry have</p><p>the potential to become international, many never do due to a number of barriers. When</p><p>making decisions regarding international strategies, it is important for companies to analyze</p><p>and understand the foreign market to determine if there is an opportunity for success on the</p><p>market. However, many SMEs fail to do a thorough market analysis prior to</p><p>internationalizing and never reach their full potential on the market.</p><p>Purpose</p><p>The purpose of this thesis is, through a market analysis, to determine if Sweden is a suitable</p><p>market for a Canadian SME in the men’s retail fashion industry.</p><p>Method</p><p>A qualitative study was carried out to help determine the purpose of the paper where data was</p><p>collected through a single case study of the company Phresh Image. Primary research was</p><p>conducted through interviews with the CEO of Phresh Image as well as focus group meetings</p><p>to collect data regarding the company and the potential customers. The interviews were</p><p>structured after the theoretical framework and included participants described by Phresh’s</p><p>target group. Secondary data was collected regarding Sweden and the Swedish retail industry</p><p>and used to compare the domestic market to the foreign market.</p><p>Conclusion</p><p>By answering the research questions, the thesis found that Sweden is a suitable market for a</p><p>Canadian SME in the men’s retail fashion industry. Branding, quality design were among the</p><p>most influential characteristics for Swedish consumers and retail companies in the fashion</p><p>industry must take these into consideration when internationalizing to Sweden. Canada’s and</p><p>Sweden’s economic, political and cultural environments proved to be rather similar though</p><p>some adaptation of a company’s marketing mix may be required. In addition, exporting was</p><p>shown to be the most suitable way for retails to enter into Sweden providing limited barriers</p><p>and low risk.</p>

Background Internationalization is a rapidly increasing trend of firms and markets in today’s business environment where fashion companies have evolved to be one of the most successful and dynamic international retailers. Though a majority of SMEs in the retail fashion industry have the potential to become international, many never do due to a number of barriers. When making decisions regarding international strategies, it is important for companies to analyze and understand the foreign market to determine if there is an opportunity for success on the market. However, many SMEs fail to do a thorough market analysis prior to internationalizing and never reach their full potential on the market. Purpose The purpose of this thesis is, through a market analysis, to determine if Sweden is a suitable market for a Canadian SME in the men’s retail fashion industry. Method A qualitative study was carried out to help determine the purpose of the paper where data was collected through a single case study of the company Phresh Image. Primary research was conducted through interviews with the CEO of Phresh Image as well as focus group meetings to collect data regarding the company and the potential customers. The interviews were structured after the theoretical framework and included participants described by Phresh’s target group. Secondary data was collected regarding Sweden and the Swedish retail industry and used to compare the domestic market to the foreign market. Conclusion By answering the research questions, the thesis found that Sweden is a suitable market for a Canadian SME in the men’s retail fashion industry. Branding, quality design were among the most influential characteristics for Swedish consumers and retail companies in the fashion industry must take these into consideration when internationalizing to Sweden. Canada’s and Sweden’s economic, political and cultural environments proved to be rather similar though some adaptation of a company’s marketing mix may be required. In addition, exporting was shown to be the most suitable way for retails to enter into Sweden providing limited barriers and low risk.

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<p><strong>Title: </strong>The influence of network relationships in the internationalization of SMEs</p><p> </p><p><strong>Authors: </strong>Andersson, Arvid & Helander, Anna</p><p> </p><p> </p><p><strong>Tutor:</strong> Karlsson, Tomas</p><p> </p><p> </p><p><strong>Date:</strong> June, 2009</p><p> </p><p><strong>Background</strong>: The world has become globalized, resulting in a rapid increase in international trade. Also many SMEs actively internationalize. At the same time, networks are increasingly replacing traditional markets. In the internationalization process of SMEs it has through research been confirmed that firms are influenced by network relationships in their internationalization process.</p><p><strong>Problem</strong>: Choice of foreign market and market entry mode are crucial decisions SMEs make in their internationalization process. It has been found that network relationships affect SMEs in these decisions. However, the research within this area has been focusing heavily on knowledge-intensive SMEs. Scholars call for further research in relation to other industries, as well as a more specific investigation of what kind of different network relationships that affect choice of foreign market and of market entry mode.</p><p><strong>Purpose: </strong>The purpose of this thesis is to investigate how SMEs’ choice of foreign market and market entry mode is influenced by different types of network relationships.</p><p> </p><p><strong>Method: </strong>A multiple case study strategy was applied and four SMEs were included in the sample. Data was collected through semi-structured interviews, (three personal and one telephone interview), and complemented with secondary data. The respondents were the CEOs of the case firms. The collected data was categorized and each case firm was analyzed, followed by cross-case comparisons.</p><p><strong>Conclusion: </strong>The findings in this thesis show that all case firms had been affected by network relationships in the choice of foreign market and/or choice of market entry mode. Generally the findings conformed to a certain degree to previous findings concerning SMEs in knowledge intensive industries. Further, it was found that network relationship influence was more frequent in the choice of foreign market. In this decision, firms which had taken a proactive approach were mainly infuenced by strong and formal relationships. Firms taking a reactive approach were mainly influenced by weak and informal relationships. Concerning entry mode, it was only weak, informal relationships which had influenced the decision.</p><p> </p>

Title: The influence of network relationships in the internationalization of SMEs   Authors: Andersson, Arvid &amp; Helander, Anna     Tutor: Karlsson, Tomas     Date: June, 2009   Background: The world has become globalized, resulting in a rapid increase in international trade. Also many SMEs actively internationalize. At the same time, networks are increasingly replacing traditional markets. In the internationalization process of SMEs it has through research been confirmed that firms are influenced by network relationships in their internationalization process. Problem: Choice of foreign market and market entry mode are crucial decisions SMEs make in their internationalization process. It has been found that network relationships affect SMEs in these decisions. However, the research within this area has been focusing heavily on knowledge-intensive SMEs. Scholars call for further research in relation to other industries, as well as a more specific investigation of what kind of different network relationships that affect choice of foreign market and of market entry mode. Purpose: The purpose of this thesis is to investigate how SMEs’ choice of foreign market and market entry mode is influenced by different types of network relationships.   Method: A multiple case study strategy was applied and four SMEs were included in the sample. Data was collected through semi-structured interviews, (three personal and one telephone interview), and complemented with secondary data. The respondents were the CEOs of the case firms. The collected data was categorized and each case firm was analyzed, followed by cross-case comparisons. Conclusion: The findings in this thesis show that all case firms had been affected by network relationships in the choice of foreign market and/or choice of market entry mode. Generally the findings conformed to a certain degree to previous findings concerning SMEs in knowledge intensive industries. Further, it was found that network relationship influence was more frequent in the choice of foreign market. In this decision, firms which had taken a proactive approach were mainly infuenced by strong and formal relationships. Firms taking a reactive approach were mainly influenced by weak and informal relationships. Concerning entry mode, it was only weak, informal relationships which had influenced the decision.

This report is investigating the subject of foreign market entry for service companies. Service firms differ from manufacturing firms since they have a low degree of tangible assets and resources and therefore service firms have to manage and develop their intangible assets to be competitive. Foreign market entry for service firms are a quite unexplored area, and forces that is connected to the subject has to be explored. The purpose of this paper is to identify motives for foreign market entry decision, and central issues a service company should consider before entering a foreign market.   The theoretical framework in the research reports is provided in the literature review chapter. The literature review contains different authors’ opinions about the subject. The theoretical framework is divided into four different sub-headings that are connected with foreign market entry. The authors did a qualitative single case study with an IT-service firm competing on the Swedish market. The empirical data was collected from five respondents at the chosen company. The primary data from the respondents was gained from in-depth interviews and the secondary data was collected from annual reports and internal documents. One conclusion in the study is that there can be a lot of different motives for an entry on a foreign market. The different motives that is stated in the study has a common denominator which is that they can all lead to increased profit in the long run. Other findings are that a service firm has to consider certain external and internal forces in the foreign market entry decision process. The external and internal forces are also linked to the choice of entry mode. The authors provide a model in the conclusion chapter which explains the foreign market entry process and the connection between the different forces.

Šio magistrinio darbo tikslas įvertinus mokslinės literatūros šaltinius ir atlikus situacijos analizę, remiantis reklaminės kampanijos planavimo principais suprojektuoti racionalios tarptautinės reklaminės kampanijos modelį. Magistro diplominis darbas susideda iš trijų pagrindinių dalių, kurių pirmoje atliekama sisteminė literatūros analizė, nagrinėjama reklaminių kampanijų strategijų raida ir evoliucija, išskiriami pagrindiniai jų planavimo ir tikslų nustatymo principai. Šioje dalyje analizuojami reklaminių kampanijų biudžeto sudarymo metodai, kūrybinio pranešimo ir jo kanalų strategijos ir taktikos, reklaminių kampanijų efektyvumo vertinimo būdai. Antrojoje dalyje atliekama korporacijos “Samsung Electronics“ situacijos analizė. Taip pat trijų Baltijos šalių – Lietuvos, Latvijos ir Estijos – verslo aplinkos palyginamoji analizė, įvertinanti demografinius, ekonominius, teisinius ir vartotojų pasitikėjimo kriterijus. Remiantis tyrimų rezultatais nagrinėjama tarptautinė reklaminė kampanija „Samsung Sensation“, vertinamas jos efektyvumas ir pagrindinės nesėkmės priežastys. Trečiojoje darbo dalyje, remiantis teorinėmis problemos prielaidomis ir antroje dalyje atliktu reklaminės kampanijos tyrimu, pateikiamas reklaminės kampanijos planavimo ir vykdymo proceso modelis, pritaikytas trims skirtingoms Baltijos šalių rinkoms. Remiantis šiuo modeliu yra projektuojama tarptautinė reklaminė kampanija. Magistrinio darbo pabaigoje pateikiamos svarbiausios visą darbą apibūdinančios išvados... [toliau žr. visą tekstą] / The object of this diploma paper is to define the main concept of international advertising, to analyze the main strategies and methods for planning, implementing and evaluating advertising campaigns, underlining the differences of international markets to create the model for successful international advertising campaign. The diploma paper consists of three main parts. The first part of the diploma paper analyze the strategies of advertising campaigns defining the main principles of planning and objects setting, underlining the methods of budget forming, strategies of creative messaging and methods of efficiency evaluation. The second part of diploma paper contains a detailed analysis of “Samsung Sensation” advertising campaign, evaluating it’s efficiency and underlining the main reasons of misfortune analyzing the differences of Baltic States markets. The third part of the diploma paper suggests model for creating successful international advertising campaign, underlining the main aspects of planning and implementing processes, adapting to different markets of Baltic States. In the end of the diploma paper is given summary of the main ideas and suggestions in short.

Today’s business environment is growing at an increasing pace, pushing firms to internationalize. Foreign market entry has thereafter been a well-researched field by scholars. International market selection and entry mode choice are key strategic decisions a company must deal with when entering a foreign market and members of management team are entrusted with the responsibility of these complex decisions that will set the direction for the company. There have been many studies showing that internationalization is a sequential and gradual process leading companies to spread their activities to more markets that are geographically and culturally distant. These processes are involving riskier and more committed modes of entry. However, research concerning strategic decision making has shown that decisions made by management were not always rational and are influenced by external and internal factors which in turn influence the choices managers make. Market entry strategy fits into a broader theoretical subject which is the one of “strategy” and decisions. Following the principle that realized strategies are the result of planned and unplanned decisions, this research investigates how strategy related to foreign market entry emerge in a multinational company, with a specific interest in the decision-making process. A case study was conducted at a multinational company in a B2B context and the research is based on a qualitative approach, with empirical data collected from 10 in-depth interviews. After the empirical data was analysed it was concluded that strategy is not to be seen as a linear and sequential process nor as a set of objectives set in time. Foreign market entry strategy is the result of decisions involving market selection, entry mode choice, and product portfolio, and is subject to adjustments since it is affected by its internal and external environments.