nternational market entry strategies gained increasing importance due to globalisation. Companies became multinationals. Therefore, new challenges arose due to different market and customer requirements. One topic, which gained importance in B2B context, is customer value. Customer value can be defined as the perceived benefits a company delivers its customers in comparison to the perceived expenses. Nevertheless, no uniform definition exist. In addition to that, if there is a direct connection between B2B customer value and international market entry strategies have not been investigated yet. Therefore, this thesisprojectdeals with the influence of B2B customer value on international market entry strategies. To determine the link, following research question guides this thesis: How does B2B customer value influence international market entry strategies in Northern Europe?The research isnot only focused on Northern Europe but also on the data centre segment. The investigated countries are Norway, Ireland, UK and Finland. These countries are highly interesting for the commission partnerdue to market developments and mega trends. Furthermore, the commission partneris represented by local subsidiaries in the four countries of interest. In order to answer the research question, deep insights are generated via semi-structured interviews. Three customer groups are investigated: Data centre operator as well as owner, constructors including panel builder and system integrators as well as design consultants. The interviews are conducted either face-to-face or if necessary via telephone in the four countries of interest. The interviews include questions about B2B relationships, brand and marketing.If culture influences B2B customer value is investigated indirectly bythe questions on B2B relationship.Market intelligence questions are added in order to create a deeper understanding of the market.Furthermore, these insights also help to interpret the answers of customers. Due to the interviews, a picture of the B2B customer value in Northern Europe is created. Northern European customers value reliable suppliers who can offer quality products as well as solutions. In addition to that, the importance of global brands andmarketing of competences is determined. Due to combining the findings with the cultural dimensions of Hofstede, it is concluded that customer value differs between other countries.Hence, customer value influences international market strategies, as different customer value require distinct international market entry strategies.

Date May 31, 2011 Course Name: Masters Thesis in Marketing, 4FE02E, 15 hp, Spring 2011 LinnaeusUniversity,Växjö,Sweden Program Masters in Marketing Authors: Rubaiyat Raihan 840812 Shah Azeem 761210 Tutor: Engelbert Weiss Examiner: Sarah Philipson Title of the Paper: The specificities of market entry strategies into a developing country Problem Statement: “What are the specificities of market entry strategies into a developing country?” Purpose: To understand the market entry strategy of high tech product like energy efficiency light for the developing country taking into consideration the aspects discussed under problem discussion. Delimitation: In our thesis paper, we are only discussed about the energy saving industry and more specific the light manufactures. Also, our paper is discussed only about the market entry strategies and entry barrier, not to measure the effect of it. Methodology: The project is based on primary data retrieved in connection with the theoretical framework. A qualitative approach of research and questionnaire has been considered to reach the desirable result. Conclusion: After investigating the factors of energy efficiency light industry, we can conclude that it will be a good idea for a company to expand their business in developing country as the industry and the countries have a lot of potential to offer. An Investment entry mode (Joint Venture) has been suggested. Suggestion for Further Research: This research was focused on market entry strategy and entry barriers of energy efficiency light manufacturer, not the effect of entry barriers. Therefore, the next step should be to make in order to examine the effect of the barriers discussed in this research. Key Words: International market entry strategies, energy efficiency light industry, entry modes and entry barriers.