<p>Nowadays, companies should pay attention to improving competitive advantages such as innovation and internalization to get over the crisis. This paper shows the problems, in terms of ‘cultural differences’, which innovative and international companies could face during strategic marketing process in abroad. To overcome cultural differences and achieve success in different market, they could adapt their marketing strategies.</p><p>Therefore, the main purpose of this thesis is to understand how international established innovative companies overcame cultural differences through Strategic Marketing processes.</p><p>To set theoretical background, literature reviews which are about strategic marketing process and culture are dealt with. Based on the discussions, the conceptual framework which explains influences of culture to international strategic marketing process and the firms’ decision as the outputs is created.</p><p>The research method used in this thesis is based on developing case studies which are relevant to answer purpose of thesis. Companies which fit into criteria - Be Swedish, innovative, international - are chosen and case studies about the companies’ situation are developed. It is based on the secondary data from a qualitative point of view.</p><p>Based on previous studies, conclusions are derived. Conclusion for each case is summarized and cross analysis for related cases is following. Finally, general conclusion is shown and we answer the purpose of the thesis. Besides, quality of thesis and further research are suggested as well.</p>

Nowadays, companies should pay attention to improving competitive advantages such as innovation and internalization to get over the crisis. This paper shows the problems, in terms of ‘cultural differences’, which innovative and international companies could face during strategic marketing process in abroad. To overcome cultural differences and achieve success in different market, they could adapt their marketing strategies. Therefore, the main purpose of this thesis is to understand how international established innovative companies overcame cultural differences through Strategic Marketing processes. To set theoretical background, literature reviews which are about strategic marketing process and culture are dealt with. Based on the discussions, the conceptual framework which explains influences of culture to international strategic marketing process and the firms’ decision as the outputs is created. The research method used in this thesis is based on developing case studies which are relevant to answer purpose of thesis. Companies which fit into criteria - Be Swedish, innovative, international - are chosen and case studies about the companies’ situation are developed. It is based on the secondary data from a qualitative point of view. Based on previous studies, conclusions are derived. Conclusion for each case is summarized and cross analysis for related cases is following. Finally, general conclusion is shown and we answer the purpose of the thesis. Besides, quality of thesis and further research are suggested as well.

Dans cette thèse nous abordons la gestion des risques appliquée aux systèmes d’information distribués. Nous traitons des problèmes d’interopérabilité et de sécurisation des échanges dans les systèmes DRM et nous proposons la mise en place de ce système pour l’entreprise: il doit nous permettre de distribuer des contenus auto-protégés. Ensuite nous présentons la participation à la création d’une entreprise innovante qui met en avant la sécurité de l’information, avec en particulier la gestion des risques au travers de la norme ISO/IEC 27005:2011. Nous présentons les risques liés à l’utilisation de services avec un accent tout particulier sur les risques autres que les risques technologiques; nous abordons les risques inhérents au cloud (défaillance d’un provider, etc...) mais également les aspects plus sournois d’espionnage et d’intrusion dans les données personnelles (Affaire PRISM en juin 2013). Dans la dernière partie nous présentons un concept de DRM d’Entreprise qui utilise les métadonnées pour déployer des contextes dans les modèles de contrôle d’usage. Nous proposons une ébauche de formalisation des métadonnées nécessaires à la mise en œuvre de la politique de sécurité et nous garantissons le respect de la réglementation et de la loi en vigueur. / In this thesis we discuss the application of risk management to distributed information systems. We handle problems of interoperability and securisation of the exchanges within DRM systems and we propose the implementation of this system for the company: it needs to permit the distribution of self-protected contents. We then present the (our) participation in the creation of an innovative company which emphasizes on the security of information, in particular the management of risks through the ISO/IEC 27005:2011 standard. We present risks related to the use of services, highlighting in particular the ones which are not technological: we approach inheritent risks in clouds (provider failure, etc ...) but also the more insidious aspects of espionage and intrusion in personal data (Case PRISM in June 2013). In the last section, we present a concept of a DRM company which uses metadata to deploy settings in usage control models. We propose a draft formalization of metadata necessary for the implementation of a security policy and guarantee respect of regulations and legislation.