A large number of changes in the world of business has led to increased attention directed towards business-to-business (B2B) branding. Companies have gradually shifted their marketing efforts to the Internet and social media in order to create brand awareness when entering new international markets. Existing research and literature on how content creation can be used when entering a new market is, however, scarce. This thesis therefore identifies and describes how digital content creation has been, and can be, used when entering a new foreign market in order to create brand awareness. To achieve this, interviews with marketing directors in internationally operating companies were conducted in a qualitative manner. The results reveal that all the companies use digital content marketing when entering a new market, confirming pre-existing theories. It was also revealed that creating brand awareness is the most challenging part when entering a foreign market. It became evident that engaging the target audience and encouraging user generated content using DCM is both beneficial and effective when entering new foreign markets.

The trade today consist of global trade. Businesses are exercising cross-border activities and businesses tend to establish themselves in foreign markets. Many choices and factors affect a business choice of country to enter, and its choice of form of establishment in the new market. Therefore the thesis will examine the market entry strategy of the four Swedish businesses Lundalogik AB, Infobric AB, Funded-by-me AB, and PayEx AB in the information technology (IT) industry that have established their businesses in Norway. The authors believe that Norway is an interesting country to study as it is one of Sweden's most important ex-port markets and the IT-sector stands for approximately 13% of all Swedish exports towards the whole world. The purpose with the thesis is to explore and understand the market entry strategy used by the above mentioned four Swedish IT-businesses when entering the Norwegian market. With help of the purpose of the thesis the authors intend to answer what the underlying reasons for the four businesses were when entering the Norwegian market and its choice of form of establishment. As this is an explorative study the research method applied is an inductive approach with influences from the grounded theory. An inductive approach is when observations help to formulate a theory whereas the grounded theory is when a theory is discovered from social research. The reason why an inductive approach is better suited for the thesis is due to the flexibility in deciding which theory to choose after analyzing the primary data. After analyzing the four case studies it can be concluded that no pure internationalization strategy exists among the companies, instead a variety of customer follower and market seeker strategies are common. Moreover, the choice of form of establishment has many factors. Credibility, market knowledge, design of business and existing business relationships were the four most common factors identified by the authors affecting the case studies‟ choice of form of establishment.

This case is intended to be used in an International Business or Strategic Management course to introduce the topic of entry strategy development and evaluation. Victor Yang, founder and Senior Vice President of Strategy and Business Development at Enter Active Media International (EAM), must decide whether or not EAM should enter the China market and if so, work with the executive team to develop an entry strategy. EAM is a privately held company, headquartered in Singapore, which develops and distributes interactive solutions aimed at mobile phone service providers (SP). EAM’s solution, called “Genie” consists of in-store kiosks that are located in every SP’s retail outlet and provide information about service plans and handsets to customers without having to talk to a customer service representative (CSR). On the back end, Genie provides detailed usage and demographic statistics to SPs. Even though EAM has operated successfully in several countries in South East Asia, the Chinese market presents unique challenges. Telecommunications sectors in most South East Asian countries have evolved in a similar way, with government owned monopolies being opened to competition from the private sector. China’s telecommunications sector, however, has evolved in a different way. In China, Provincial Post and Telecommunication Authorities (PTA) independently operate telecommunication networks in every city, which means EAM has to negotiate individual contracts in every city. Intellectual Property (IP) protection is another source of concern for EAM. It is not clear when or even whether China will develop a world-class IP protection system. Several experts believe China will follow the same path as countries such as Japan, Korea and Taiwan, which developed solid IP protection systems as they started producing IP worth protecting. On the other hand, some experts argue that this will never happen, since most R&D efforts in China are aimed at creating derivative technologies in order to avoid paying royalties, not true innovation requiring protection. It is also unclear whether or not there is a demand for EAM’s services in China. Finally, Dr. Thomas Chou, Victor’s partner, had suggested that EAM provide its services as a website and find ways to generate revenue through online advertisement instead of using EAM’s current business model. Victor and the rest of the executive team agree that EAM will enter the China market at one point, but questions remain about the right business model and whether this is the right time. India, Latin America and Eastern Europe seem like safer bets for the time being. Should EAM enter the China market now? If so, what should be their strategy? These are the questions Victor is trying to answer during his trip to Taiwan to finalize a contract with Vibo Telecom, one of the Island’s 3G mobile service provider

Purpose - The aim of this research is to examine higher education (HE) internationalization in terms of international recruitment and academic collaboration with the focus on a single institution case study. The research investigates how the case study university conducts HE internationalization, identifies key implementation issues of HE internationalization, and develops an education-specific market entry dynamic framework. The discussion of the difference in the process of internationalization across faculties is also included. Design/methodology/approach - This research adopts the interpretivist philosophy and inductive approach, with focus of a single institution. Based on the positions and job responsibilities, the total of 20 interviewees from three key departments (Corporate, Department 2 and Faculty) were selected and 22 semi-structured interviews were conducted. The total of 329 pages of interview transcripts were analyzed. Other types of data collection include observation and secondary documentary data. The answers from each group were used in a comparative analysis, resulting in an overlap pattern structure that indicates the level of the university's internal integration. Data analysis strategies include content analysis, critical discourse analysis (CDA), colour coding, and categorization of meaning. Findings and contributions - The market entry dynamic framework is the main outcome of this research. This framework provides a number of education-specific modes of entry and programme delivery methods to guide institutions' internationalization. The implementation issues raised in this research indicate that the university's internal integration has a major impact on HE internationalization. These issues highlight the areas where the university needs to improve. Faculty-specific factors explain the difference in the process of internationalization across the four faculties at the case study university, and explain the reasons why the levels of internationalization are different among these faculties.

Einleitung Der Faktor Zeit nimmt in unserer heutigen Gesellschaft einen bedeutsamen Platz in den unterschiedlichsten Bereichen unseres Lebens und Wirkens ein. Beispielsweise verbreiten sich Nachrichten weltweit innerhalb von Minuten, Reisezeiten verkürzen sich von Tagen auf mehrere Stunden (Kurpjuweit 2013) und die Hersteller von Unterhaltungselektronik verkürzen die Produktlebenszyklen um neue Produkte schneller am Markt zu platzieren (Scheimann 2011). Die Reduzierung des Produktlebens ist bei vielen anderen Produkten des Konsum- und Investitionsgütermarktes festzustellen, da die Markteintrittsstrategie den möglichen Absatz des Produktes bestimmt (Meffert et al. 2008, S. 445f.). Der Erfolg eines Produktes ist jedoch eine Folge aus unterschiedlichen Aspekten, wobei die Zeit, neben der Qualität und den Kosten, einer der Hauptparameter ist. Demzufolge ist das Zusammenspiel dieser drei voneinander abhängigen Faktoren auch im Produktentwicklungsprozess zu berücksichtigen, um die geforderten Ziele zu erreichen (Burghardt 2013, S. 23). Diese werden durch den technologischen Fortschritt, die veränderten Bedürfnisse der Kunden und den internationalen Wettbewerb bedingt (Cooper 2010, S. 8ff.). Durch den Einsatz von strukturierten Produktentwicklungsprozessen können die Zielvorstellungen abteilungs- und aufgabenübergreifend berücksichtigt und kontrolliert werden. Anwendungsbeispiele für komplexe, aber systematische Produktentwicklungsprozesse sind in der Automobil- und IT-Branche zu finden (Braess 2013; Ruf & Fittkau 2008). Für die Produkte der Sicherheitstechnik muss bei der Entwicklung, Konstruktion und Fertigung jedoch ein Aspekt gesondert betrachtet werden – die Qualität. Es sind sehr hohe Anforderungen und Ansprüche zu erfüllen, die teilweise vom Gesetzgeber festgesetzt wurden, da die Sicherheit von Mensch und Maschine zu gewährleisten ist. Im Bereich des Explosionsschutzes, welcher als ein Teilgebiet der Sicherheitstechnik gilt, ist die Einhaltung von Richtlinien und Normen bei einer Produktentwicklung für den Markteintritt zwingend erforderlich. Neue Bauteile werden u.a. durch aufwändige Prüfungen von benannten Stellen erprobt. Diese Bedingungen beeinflussen den Produktentwicklungsprozess und die Konstruktionsmethodik im Explosionsschutz fundamental und charakterisieren den kosten- und zeitintensiven Vorgang durch aufwändige Iterationen (Träger et al. 2005).

Businesses today are constantly on the lookout for new investment opportunities. Often, they have to move away from their home market and enter new countries in order to continue to grow. One question that is sometimes omitted when planning such moves is that of corruption. Especially when moving into transition economies, the issue of corruption can be an obscure and complex one, on which little research has been made to date. Russia is one such economy, with a huge investment potential, but very unclear rules about how business is and should be conducted. It would be interesting to see to what extent corruption in Russia has affected Swedish companies’ entry strategies in the Russian market. The method chosen for the purpose of this thesis was to conduct a survey of 20 Swedish firms currently present in Russia. We also conducted interviews with 3 experts in the field of Russian business, and one representative of a Swedish firm considering expanding their operations in Russia. This combination of quantitative and qualitative methods would allow us to look at things from different perspectives and get a better view of the state of corruption in Russia. The interviews were in some cases conducted in person, allowing for a broader and less formal discussion of the topic, helping the authors gain more insight and generate new ideas to be used in the paper. The authors found that Swedish companies operating in Russia usually attribute little importance to the issue of corruption during the planning stages of the market penetration strategy. Many of these firms did encounter corruption at later stages of market penetration, and were forced to rethink their strategies accordingly, showing that corruption affect entry strategies to a great extent. It was concluded that the most appropriate method for Swedish firms to enter the Russian market is through fully-owned subsidiaries, with the assistance of local consulting agencies, which provide help when dealing with those areas where corruption is most likely to exist.

<p>Businesses today are constantly on the lookout for new investment opportunities. Often,</p><p>they have to move away from their home market and enter new countries in order to</p><p>continue to grow. One question that is sometimes omitted when planning such moves is that</p><p>of corruption. Especially when moving into transition economies, the issue of corruption</p><p>can be an obscure and complex one, on which little research has been made to date. Russia</p><p>is one such economy, with a huge investment potential, but very unclear rules about how</p><p>business is and should be conducted. It would be interesting to see to what extent</p><p>corruption in Russia has affected Swedish companies’ entry strategies in the Russian market.</p><p>The method chosen for the purpose of this thesis was to conduct a survey of 20 Swedish</p><p>firms currently present in Russia. We also conducted interviews with 3 experts in the field</p><p>of Russian business, and one representative of a Swedish firm considering expanding their</p><p>operations in Russia. This combination of quantitative and qualitative methods would allow</p><p>us to look at things from different perspectives and get a better view of the state of</p><p>corruption in Russia. The interviews were in some cases conducted in person, allowing for a</p><p>broader and less formal discussion of the topic, helping the authors gain more insight and</p><p>generate new ideas to be used in the paper.</p><p>The authors found that Swedish companies operating in Russia usually attribute little</p><p>importance to the issue of corruption during the planning stages of the market penetration</p><p>strategy. Many of these firms did encounter corruption at later stages of market</p><p>penetration, and were forced to rethink their strategies accordingly, showing that corruption affect</p><p>entry strategies to a great extent. It was concluded that the most appropriate method for</p><p>Swedish firms to enter the Russian market is through fully-owned subsidiaries, with the</p><p>assistance of local consulting agencies, which provide help when dealing with those areas</p><p>where corruption is most likely to exist.</p>

This thesis inquires marketing strategy of a new beverage brand in the Czech market. By reviewing a relevant literature and reports it helps to understand theoretical concept of creating a marketing plan and its steps. The core of the theoretical part is external and internal situational analysis of the market, customers and a marketing mix. This theory is later applied at the specific case of KOH Coconut brand and its potential launch in the Czech Republic. KOH Coconut is a Taiwanese coconut brand featuring coconut water beverages and other coconut products.

This thesis focuses on the comparison and evaluation of two entry strategies of international pharmaceutical company Fagron on the Czech and Brazilian market. In the theoretical part the internationalization of companies and possible approaches to international business is summarized. I closely describe the most significant forms of entering foreing markets with emphasis on selected impacts of FDI to the receiving economy. Then I describe the basic analyses required to enter foreing market together with specifics of B2B markets and the specific scope of business of the company -- pharmaceutical compounding. After the introduction of company Fagron and its expansion strategy Buy-and-Build I proceed with the analyses of particular entry strategies on the selected markets with the emphasis on their strategic goals, specific impacts and meeting the goals. This part draws from carried out in-depth analyses of the selected markets, which were moved to the appendices due to the limited scope of work. In the last chapter the above-mentioned market entries are compared, with the focus on the most important similarities and differences, and subsequently evaluated.

The global market place is becoming ever more accessible. Internet and communication technologies are opening up new opportunities for firms of all configurations. Based on that, this research will focus on Born Global business-to-business (B2B small, medium enterprises (SME) entering in the German market. The aim is to answer the following two research questions: ‘What does a Born Global B2B SME’s internationalization process look like?’ and ‘Which adaptations should a Born Global B2B SME make to acquire customers in the German market?’ A review of internationalization literature, complemented by company participation and interviews furthers the body of academic research in this subject area. Qualitative research is applied through a company case study and primary interviews are conducted. A case study is employed to further understand and practically apply adaptations a firm can make to increase its chance of success in a foreign market environment, once internationalizing. The conclusions drawn that a Born Global B2B SME entering a foreign market should make adaptations in its online presence to cater to the new market. Specifically, language adaptations are required to the native tongue. This research concludes with both practical and theoretical suggestions. The key findings from the interviews show that the Born Global B2B SME’s studied have taken an ‘accidental’ internationalization process.