As a result of the rapid globalization process and growth of competition, companies are fostered to expand in the international markets in order to maintain competitive advantages and keep on growing. The thesis focuses on the concepts of networking and environments which are perceived to be major factors for the internationalization process. The aim of this study is to examine the significance of networking and environmental issues for the internationalization process in the Lithuanian market. The study is carried out in the context of Born Global companies. The theoretical framework of this thesis focuses on three main points. The first approach considered within the literature review is the internationalization process. The following one is networking, considering formal and informal networks in particular. The last approach of importance for the thesis involves environmental factors regarding a particular country’s market. This theoretical framework guides the reader through the collection and analysis of empirical data, as well as concluding thoughts for the study. The single case study of the selected company from Halmstad was carried out by employing a qualitative research method. Semi-structured personal interviews enabled the author to collect the empirical data which was supplemented with the secondary data received by using web sites, documentation and scientific articles. The results of the case study indicate that networking and environmental issues influence to a considerable extent the internationalization processes. Moreover, the significance of informal networks was emphasized in particular. However, the study has not shown the obvious evidence that environmental factors affect a company’s performance within the Lithuanian market considerably. The single case study enabled me to give practical implications for a real case, considering the introduction of a particular product into the Lithuanian market.

Background: The hospitality industry, especially the hotel business, is a relatively new, and rapidly growing industry in Lithuania. The last two decades resulted in a significant expansion of the local hotel market, as well as of operations of international hotel chains. Thus, competition among actors in the industry, along with the companies’ need to differentiate their offerings from those of competitors, has risen. Branding strategies are increasingly used by companies for achieving better positioning on the market, as well as for gaining a competitive advantage and customers’ loyalty. Knowing that global brands play an important role for firms’ visibility on the market, it is important to recognize, and understand the factors influencing marketing management- and branding-related activities. To accomplish this, an in-depth understanding behind the structure and branding strategies of international hotel chains should be developed. Purpose: The purpose of this thesis is to understand the rationale behind the structure, and operations of international hotel operators in Lithuania, with a focus on the hotels’ branding strategies. Furthermore, the thesis aims to investigate how companies use their brand identity to position themselves in the market. Methodology: This thesis relies on a qualitative research, with a main focus on discovery, and aim to expand current knowledge in the field of hospitality management and branding within the Lithuanian hotel industry. The study consists of an in-depth case study of three international hotel chains operating in Lithuania. The empirical data was gathered from semi-structured, and e-mail interviews with the chosen hotels’ representatives, as well as from secondary data such as annual reports and official websites.   Conclusion: Three key findings are presented in this thesis. First of all, the authors identify business travelers as the main target group of the selected international hotel operators in Vilnius. Secondly, the examined hotel operators are recognized to standardize their structure and operations, but at the same time to customize their marketing strategies to the local market. Finally, the findings indicate that some hotels completely incorporate the brand identity of the chain, which they belong to, while others develop their own brand identity, relying only partly on the identity of the chain. Contributions: This thesis positively contributes to the academic community, as it expands the theoretical knowledge about the Lithuanian hotels industry, with a main focus on the branding- and marketing activities of international hotel chains. The findings provide a practical insight on how companies are positioned in the market in relation to their competitors. Moreover, with an extensive choice of accommodation available in the market, the comparison of hotels is beneficial in helping customers choosing the best alternative according to their needs.