Abstract Authors:   Ekman, Felix 890924                Henriksson, Richard 880325 Tutor:    <img src="file:///page3image1648" />   Prof. Anders Pehrsson Examiner: Ass. Prof. Sarah Philipson Title:         Explanatory Factors of Perceived Expansion Barriers Introduction: A characteristic of the twenty first century business environment is the increased globalisation. Due to the globalisation, it has become necessary for organizations to be involved in international business, and the globalisation of the marketplace in general has increased the export. When expanding to international markets, companies might face some obstacles and barriers, which makes it an important topic in the research field of international marketing and strategy. Since most research focuses just on the importance of the expansion barriers, it would be of importance to provide empirical evidence on what types of explanatory factors that are associated with firms’ perception of expansion barriers. Purpose: Gain an understanding of different explanatory factors regarding expansion barriers for companies’ expansion on international markets. Methodology: The research approach was quantitative with mainly primary data, which was collected through a questionnaire distributed through e-mail. The sample frame was Swedish companies that exporting goods to Norway, Poland, Russia and/or the Baltic region. A total of 157 completed questionnaires, response rate of 20%, were collected and was the foundation for the analysis and results. Conclusion: The explanatory factors that are associated with the perception of expansion barriers were; Geographical and Cultural distances, Market experience and Institutional collaborations. The fourth explanatory factor, intermediating strategy, has in this study no association to the perception of the barriers. Keywords: Expansion Barriers, Explanatory Factors, International Marketing Strategy.

For years companies have fashioned communication strategies based on print, radio, and TV to broadcast their message. But times are changing. This is the Internet era and this, together with the fact that consumer electronics business has exploded in the recent years and that new digital technologies have produced offspring, have lead to more media opportunities than ever before. One of the latest inventions in interactive media technology is podcasting. It seems like podcasting is here to stay and it is time for forward-thinking marketers to start looking at podvertising. Our purpose is to examine the attitudes towards international ad-spots in podcasts among Swedish podcast users. This we do by asking the research question ‘Is the use of international ad-spots in podcasts a viable marketing strategy in the Swedish market? Why?’ Based on our theoretical framework, we have identified aspects about advertising in general, podvertising and attitudes towards them both. We have also identified aspects that show how attitudes differ among age cohorts. These aspects were then tested on Swedish podcast users. We can conclude that there are both advantages and disadvantages for international companies that wish to use international ad-spots in podcasts as a marketing strategy in Sweden. Most podcast users are young and do not like advertising, especially not advertising in podcasts. They rather search for information themselves; hence infomercials in the form of podcasts could be a better alternative for companies to use to attract the younger audience. Generation X was less negative to the thought of being exposed to international ad-spots in podcasts and this could indicate that international ad-spots could be a part of a strategy when targeting this generation. However, if you consider the fact that international ad-spots are either standardized or adapted to the country where they were produced, the effectiveness of them can be questioned.

<p>For years companies have fashioned communication strategies based on print, radio, and TV</p><p>to broadcast their message. But times are changing. This is the Internet era and this, together</p><p>with the fact that consumer electronics business has exploded in the recent years and that new</p><p>digital technologies have produced offspring, have lead to more media opportunities than ever</p><p>before. One of the latest inventions in interactive media technology is podcasting. It seems</p><p>like podcasting is here to stay and it is time for forward-thinking marketers to start looking at</p><p>podvertising.</p><p>Our purpose is to examine the attitudes towards international ad-spots in podcasts among</p><p>Swedish podcast users. This we do by asking the research question ‘Is the use of international</p><p>ad-spots in podcasts a viable marketing strategy in the Swedish market? Why?’</p><p>Based on our theoretical framework, we have identified aspects about advertising in general,</p><p>podvertising and attitudes towards them both. We have also identified aspects that show how</p><p>attitudes differ among age cohorts. These aspects were then tested on Swedish podcast users.</p><p>We can conclude that there are both advantages and disadvantages for international</p><p>companies that wish to use international ad-spots in podcasts as a marketing strategy in</p><p>Sweden. Most podcast users are young and do not like advertising, especially not advertising</p><p>in podcasts. They rather search for information themselves; hence infomercials in the form of</p><p>podcasts could be a better alternative for companies to use to attract the younger audience.</p><p>Generation X was less negative to the thought of being exposed to international ad-spots in</p><p>podcasts and this could indicate that international ad-spots could be a part of a strategy when</p><p>targeting this generation. However, if you consider the fact that international ad-spots are</p><p>either standardized or adapted to the country where they were produced, the effectiveness of</p><p>them can be questioned.</p>

This Diploma thesis deals with chain of fast food restaurants named Chipotle, which is predominantly known in the United States of America, and its potential entry into the Czech market. The thesis analyzes the marketing strategy of the company and applies its adaptation for the Czech market. The competitive advantage of the company is using local organic raw ingredients of high quality; therefore, the thesis examines the Czech people´s interest in Mexican cuisine as well as issues of sustainable development. The aim of the thesis is to analyze the marketing strategy of the chain of restaurants with Mexican fast food and subsequently to apply the adaptation of the marketing mix to the conditions at the Czech market.

This diploma thesis deals with development of new international marketing strategy. The goal is to prepare specific company for entering new markets in Slovakia and Jordan. Content of the thesis includes analysis of macro and micro environment of mentioned markets followed by specific recommendations related to particular domains of international marketing mix. International expansion of the company will start from the Czech market and the firm's situation on this market is described in the beginning of the thesis.

Abstract Thesis title: The selection of entry mode when penetrating a foreign market Author: Annica Gunnarsson  Tutor: Åsa Devine Course: Marketing, advanced level, spring term 2011, Linnaeus University   Entering a new market is always a risky business, with a big potential of failure. To research the options of entry strategy can help in determine which strategy to use. The international market of education has changed during the last years, and in Sweden we just had one big change when the introduction of tutoring fees was determined. This has forced the universities out on unfamiliar territory.  This new territory consists of competing on a much bigger market than before and the need to develop a new international marketing strategy has occurred. The research on entry modes from a manufacturing perspective is extensive and therefore this research deals with the entry modes from a service perspective. The aim of this study is to gain better understanding of the selection of entry modes from a service institutes perspective. Furthermore the research is limited to investigating the education sector and how they use entry mode when wanting to establish them on a new market. The research is done through seven different interviews. The universities are located both in Sweden and abroad. This method where chosen because the goal is to find out how the universities is enter new markets.    The findings are based on the factors that determined international marketing strategy and how the respondents have answered the questions. How the universities work with the changes they experience is also a factor in the decision making process on which international strategy to use. The main findings of the study are that the entry mode education institutes most often use is some sort of international joint venture.

Two important issues regarding international market entry strategy remain largely unexplored: international launch time window (the elapsed time between product launch in the home country and launch in the focal country) and country sequence. First, I investigate the factors that drive international launch time window and its impact on the performance of new products in foreign markets. The results show that launch time window is positively associated with word of mouth, but negatively related to prelaunch advertising efforts and foreign demand potential. Second, I examine the determinants of the sequence of countries in which firms introduce new products and its impact on performance in foreign countries. The findings include that a country‘s order in the international launch sequence of a new product affects the product‘s performance in that country. Country order is negatively related to country revenues. A country‘s cultural distance (economic openness) is positively (negatively) associated with its order in the sequence. I also find that there is cross-country spillover effect - lagged revenues from other countries and lagged marketing efforts in the home country are positively related to a new product‘s revenues in the focal foreign country. The more culturally sensitive a product, the earlier culturally closer countries are in the launch sequence for that product. Based on the cross-country performance spillover effects, I recommend a launch sequence that can maximize overall performance in foreign markets.

ABSTRACT The concentration of the study is on the international marketing strategy of marketing mix for jewelry industry. The enduring existence and growth of an enterprise rely upon the persistent pursuit of above-average return. Before invading the market, an elaborate strategic plan is essential in which marketing is the drafting of a well-knit and competitive strategic ¡uplanning¡vbefore action; Sales is the ¡uexecution¡vof selling. With this manner, an enterprise is able to maintain the competitive advantage and create the satisfactory profit that marketing is a science that is to be applied in this arena. In a case study of a company called ¡§S¡¨, they moved operations to Mainland China, prior to entering the Asian Pacific¡ÐAustralian Markets. How will this move help the company become competitive by their manufacturing advantages, develop overseas channels and the setup of an effective marketing strategy which can be implemented into the practical work, will be the motivation of the research. As the outset, the study focused on the marketing mix before entering the market. A questionnaire was carried out to investigate the marketing mix Australian exemplary companies and it will be based on the current situation in the industry to match the theoretical application on the market. The interview was also employed to complement and intensify the practical experience. In order to build up a constructive marketing strategy for ¡uS¡vcompany¡¦s reference. The out come from the research are: 1. By price¡Ðquality as the segmentation variables, the market segments will be high price & high quality, middle price & middle quality and high price & high quality for the market segment of consumers. 2. By the data analysis of demographic variables indicated that the best buying power consumer who with higher income. 3. The most concerning factors¡Bmotivating factors¡Bthe product type are significant related. And the product design preferences and brand name has significant differences. 4. The places for companies and consumer shows a significant related which the companies are mainly have their own outlets/stores for distribution channels¡Fconsumers are direct buying from the stores. 5. The advertising and the way of promotion are significant differences between companies and consumers. The companies are participate international trade show or sponsorship activities as the promotion¡Fconsumer received advertising and promotion are mainly by radio or TV media. In conclusion, based on the result of this research the suggestions are: use¡uhigh value strategy¡v to enter the market at beginning¡F product type in basic design and classic design as the leading products by the short term in OEM, mid term policy in ODM markets and the version for long term will be OBM¡Fthe distribution channel will be constructively large chain stores as the retailer in the middle¡Freferring to product promotion, taking part in trade shows, and for information exchange and develop product technical ability. By centering on the target market & position and marketing mix (4P, product, price, place and promotion) respectively, the out come of the research could be the guideline of international marketing strategy to ¡uS¡vcompany for entering Australian market.

As the traditional role of corporate entities have been challenged by an increased number of demands from society, companies are no longer just legal factors intended to generate profits by supplying products or services. Instead, they are expected to play the role of responsible co-citizens of the community, taking social and environmental responsibility for the consequences of their actions. Implementing sustainable practices into business strategies is considered beneficial for both organizations and society, as it brings organizations opportunities for growth and development, as well as a more sustainable future for society. One way for businesses to ensure their responsibilities regarding sustainability issues and maintaining sustainable business practices has been depicted in the United Nation’s eight goals termed the ‘Millennium Development Goals’ (MDGs). Previous research argues that organizations must incorporate sustainable practices into their different organizational strategies such as marketing, purchasing, and finance in order to maintain organizational growth and contribute to sustainable development. This issue has become especially important in developing countries as emerging markets compose great opportunities for businesses in terms of growth and development. An emerging market and developing country providing humongous growth opportunities for businesses is Malaysia. However, limited research has been conducted connecting the concepts sustainable development and marketing strategies, and how these may lead to an accelerated achievement of the MDGs within developing countries. In order to answer the purpose of the study, a qualitative approach using open, - and semistructured interviews together with observations was chosen as the most appropriate research method. Four international firms operating on the Malaysian market participated in the study and the findings indicated that having a well-developed sustainability marketing strategy and striving for a sustainable future does bring organizations competitive advantage and growth opportunities, and thereby an accelerated achievement of the MDGs.

AbstractCourse: 4FE02E, Graduation WorkLinnaeus University, School of Business and Economics, June, 3, 2013.Level: MasterAuthors: Elizabeth Atem TabetandoSupervisor: DR Anders PehrssonExaminer: DR Sarah PhilipsonTitle: Micro Environmental Factors’ Influence on the International Marketing Strategy of Swedish Companies in Norway.Background: Author is interested in studying how micro environmental factors affect international marketing strategy of Swedish companies in Norway.Purpose: The purpose of the study is to investigate customers’ and competitors’ influence on value adding activities of Swedish companies in Norway.Research questions: RQ: What influence do customers and competitors play in value-adding activity of a firm in a foreign market?Research Method: Empirical findings through live and internet-based interviews with top managers of three companies.Findings: The findings contribute to the understanding of theoretical principles that explained how firms face more intense customer service and competitors’ pressures than before. The organization’s response can have the potential either to restore customer satisfaction and reinforce loyalty in order to compete successfully or inflict more lasting damage on the organization’s image. It shows that customers always evaluate service encounters’ outcome, procedure, and interaction. This provides managers with useful information on how important these complexities are for value-adding in foreign markets.Conclusion: A firm’s cooperation with customers in product, production operations and customer services has a positive influence on product development, product quality and growth of the business. A firm that response to competitors’ has a competitive advantage. / <p>no</p> / .