The food and beverage industry in Taiwan is becoming increasingly competitive. Companies have therefore been trying to expand their operations abroad to different countries, both emerging and developed economies. How the companies expand and operate abroad is a challenging issue faced by every company that tries to enter foreign countries. This research starts out from the practitioners’ perspectives, and addresses critical management issues. The problems of international expansion are dynamic and fairly complicated due to the fast-changing business environment, which means practical decision rules are valuable. The study tackles this issue by attempting to offer decision rules on three research questions. They include the influence factors on the selection of foreign market entry mode, the mechanism of capturing growth and avoid huge losses and business model innovation in foreign markets. This research discovers entry mode choice should be accompanied by considering the joint effect of influence factors. And at point of entry, adopting real option perspective leads to better performance in the foreign market because it captures growth opportunities. Furthermore, adjusting the key processes in the business model helps companies realize more efficient operations and in some case, leads to better subsequent performance after entering the foreign country.

Wie beeinflusst das gleichzeitige Auftreten von strategischer und umfeldbedingter Unsicherheit das Entscheidungsverhalten? Unterscheiden sich Unternehmer in dieser Hinsicht von Anderen? Die vorliegende Dissertation behandelt diese Fragen und untersucht das Koordinationsverhalten bei dualer Unsicherheit. In vier ökonomischen Experimenten wird das Entscheidungsverhalten von Unternehmern und Nicht-Unternehmern vergleichend analysiert. Die betrachteten Entscheidungssituationen beinhalten Investitionsentscheidungen in Forschung und Entwicklung sowie verschiedene Aspekte des Wettbewerbs und von Markteintrittsentscheidungen. / How do people make decisions when simultaneously facing strategic and environmental uncertainty? Do entrepreneurs differ from others in this regards? This dissertation addresses these questions by investigating coordination behavior under dual uncertainty. Four economic experiments have been conducted comparing the behavior of entrepreneurs and non-entrepreneurs in settings that contain investment decisions into research and development and different aspects of competition and market entry decisions.

The international marketer is challenging new factors in the present globalized world. Such marketer has often to solve conflicts resulting from different laws, cultures and societies, and overcome a variety of constraints when entering or establishing foreign markets. Entering and establishing new markets is a complicated process affected by both, external and internal factors. To be successful in new markets, said marketers must formulate market entry strategy with regard to those factors. This paper was written with the purpose to investigate the relationship between relatedness of core business and business regarding the market in question, government policies and regulations, and entry strategy of companies entering the U.S. renal services market. We have carried out the exploratory research based mainly on secondary data obtained from annual reports from 1995 to 2005. The one case study on the Swedish health care company Gambro was conducted in order to formulate hypotheses, which can be proven in prospective research. The whole paper is written in the context of PSE market entry model developed by Anders Pehrsson. Based on the analysis we suggest that if the perception of barriers is low and the relatedness between core business and business regarding market in question is high, companies prefer a non-organic growth when entering the market.

<p>The international marketer is challenging new factors in the present globalized world. Such marketer has often to solve conflicts resulting from different laws, cultures and societies, and overcome a variety of constraints when entering or establishing foreign markets. Entering and establishing new markets is a complicated process affected by both, external and internal factors. To be successful in new markets, said marketers must formulate market entry strategy with regard to those factors. This paper was written with the purpose to investigate the relationship between relatedness of core business and business regarding the market in question, government policies and regulations, and entry strategy of companies entering the U.S. renal services market. We have carried out the exploratory research based mainly on secondary data obtained from annual reports from 1995 to 2005. The one case study on the Swedish health care company Gambro was conducted in order to formulate hypotheses, which can be proven in prospective research. The whole paper is written in the context of PSE market entry model developed by Anders Pehrsson. Based on the analysis we suggest that if the perception of barriers is low and the relatedness between core business and business regarding market in question is high, companies prefer a non-organic growth when entering the market.</p>

Our master dissertation pursued the research question of what the internationalization process of a hybrid firm would look like. To do so, the authors performed an in-depth analysis of a Swedish SME which exhibited characteristics of a hybrid firm. These hybrid firms, as we have named them, use a mixed range of internationalization strategies. An abductive method of research was used in this thesis, as the authors took direction from previous literature and created their own new internationalization process model based on their findings. The main areas of this research focused on the drivers for internationalization and the barriers to internationalization, as well as the market selection and entry mode into foreign countries. This research found that the Swedish SME base their internationalization process on their human resources and the intuition of their management. These two key elements were the foundation for the new hybrid internationalization process model created by the authors.

Emerging country markets are becoming increasingly important in the operations of multinational corporations. On May 1, 2004, the EU welcomed 10 new member states, including the three Baltic States: Estonia, Latvia and Lithuania. As a result, many western multinational corporations have entered these new emerging markets. These countries have witnessed very fast growth and were lucrative to enter. The term “Baltic Tiger” is used to describe the economic boom of the Baltic States from 2000 to 2007. This term is adequate because during this time period the Baltic States had the highest growth rates in Europe. Swedish companies in particular started coming into the Baltic States in 1989 approximately. These companies were looking for and found low cost production. However, today with rising wages, low cost production is more difficult to find. The purpose of our research is to investigate the current conditions and future predictions related to the external environment and high technology industries in the Baltic States. The investigation of the current state and future potential of the markets were analyzed from an institutional standpoint. We compared this to the institutional environment in Sweden and made predictions on the potential changes in these institutions. Given our analysis and evaluation of the most attractive market, we have devised an establishment and matching strategy for the case company. The case analysis is set against the background of a theoretical framework covering current literature over societal and organizational fields in Latvia, Lithuania and Estonia. Our primary and secondary research was examined in the context of well known theoretical models and our own models and upon analysis; we come to a conclusion and make recommendations for companies interested in doing business in the Baltic States. Our research will be useful for companies curious about the potential and necessary considerations they must take in the Baltic markets in general and within the high technology sector specifically.

<p>Emerging country markets are becoming increasingly important in the operations of multinational corporations. On May 1, 2004, the EU welcomed 10 new member states, including the three Baltic States: Estonia, Latvia and Lithuania. As a result, many western multinational corporations have entered these new emerging markets. These countries have witnessed very fast growth and were lucrative to enter. The term “Baltic Tiger” is used to describe the economic boom of the Baltic States from 2000 to 2007. This term is adequate because during this time period the Baltic States had the highest growth rates in Europe. Swedish companies in particular started coming into the Baltic States in 1989 approximately. These companies were looking for and found low cost production. However, today with rising wages, low cost production is more difficult to find.</p><p>The purpose of our research is to investigate the current conditions and future predictions related to the external environment and high technology industries in the Baltic States. The investigation of the current state and future potential of the markets were analyzed from an institutional standpoint. We compared this to the institutional environment in Sweden and made predictions on the potential changes in these institutions. Given our analysis and evaluation of the most attractive market, we have devised an establishment and matching strategy for the case company. The case analysis is set against the background of a theoretical framework covering current literature over societal and organizational fields in Latvia, Lithuania and Estonia. Our primary and secondary research was examined in the context of well known theoretical models and our own models and upon analysis; we come to a conclusion and make recommendations for companies interested in doing business in the Baltic States. Our research will be useful for companies curious about the potential and necessary considerations they must take in the Baltic markets in general and within the high technology sector specifically.</p>

Submitted by Adrian Piegsa (adrian.piegsa@web.de) on 2016-02-28T11:19:27Z No. of bitstreams: 1 AdrianPiegsa_Final_thesis_library.pdf: 11729839 bytes, checksum: 4fc866e3cef09314669668595d8d20e0 (MD5) / Approved for entry into archive by Janete de Oliveira Feitosa (janete.feitosa@fgv.br) on 2016-03-04T19:07:25Z (GMT) No. of bitstreams: 1 AdrianPiegsa_Final_thesis_library.pdf: 11729839 bytes, checksum: 4fc866e3cef09314669668595d8d20e0 (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2016-03-14T12:22:07Z (GMT) No. of bitstreams: 1 AdrianPiegsa_Final_thesis_library.pdf: 11729839 bytes, checksum: 4fc866e3cef09314669668595d8d20e0 (MD5) / Made available in DSpace on 2016-03-14T12:22:28Z (GMT). No. of bitstreams: 1 AdrianPiegsa_Final_thesis_library.pdf: 11729839 bytes, checksum: 4fc866e3cef09314669668595d8d20e0 (MD5) Previous issue date: 2016-01-28 / The Brazilian start-up Local Wander plans to enter the tourism sector with a mobile application aiming to enable a new form of travel research. A web-based survey has been sent out to the start-up’s target audience (n: 236) in order to gain further relevant information for the designing of Local Wander’s market entry strategy. By applying the diffusion of innovation theory, this thesis could detect five different adopter categories, originally described by Rogers (1962), among Local Wander’s target audience based on their adoption intention. The Early Market was observed to be significantly bigger than the theory predicted. Research revealed four characteristics to be of significant impact on the adoption intention: Relative Perceived Product Advantage, Perceived Product Complexity, Compatibility with digital travel research sources, and the adopter’s Innovativeness towards mobile applications. Specific characteristics in order to identify Local Wander’s early users, the so called Innovators, were detected giving indications for further necessary company market research. Findings showed that the diffusion of innovation framework is a helpful tool for start-ups’ prospective decision making and market entry strategy planning. / A Start-up Brasileira Local Wander planeja entrar no setor de turismo através de um aplicativo para telefone celular, com o objetivo de oferecer um novo serviço de pesquisa para viajantes. Uma pesquisa, via internet, foi enviada a 236 pessoas identificadas como público-alvo para a Start-up a fim de obter mais informações relevantes para a criação da estratégia de entrada no mercado. Ao aplicar a teoria da difusão da inovação, esta dissertação pôde identificar cinco diferentes categorias de adotantes, como descrito originalmente por Rogers (1962), entre o pú- blico-alvo da Local Wander com base na sua intenção de adoção. O Mercado Inicial foi observado significativamente maior do que a teoria previu. A pesquisa, acima citada, revelou quatro características de forte impacto sobre a intenção de adoção do produto: Vantagem relativa do produto percebida pelo público-alvo, complexidade percebida, compatibilidade com recursos digitais de pesquisa de viagem e o quão inovador são os adotantes em relação aos aplicativos para celular. Características específicas para identificar os primeiros usuários do Local Wander, chamados de inovadores, foram detectados dando indicações para futuras pesquisas que sejam necessárias para a empresa. Os resultados encontrados mostram que a teoria da difusão da inovação é uma ferramenta extremamente útil para a tomada de decisão em Start-ups e para o desenvolvimento de estratégia para entrada no mercado.

Abstract This study examines emerging service markets1 and creates a model to capture both the service provider’s activities within market development and the interplay between different market actors. This work aims to identify the key elements behind sustainable market development, specifically examining 1) market activities, 2) the role of innovation and 3) the necessary evolutionary factors, where a market consists of multiple buyers and sellers and comparable market offerings. The empirical part of the study is conducted in the form of a qualitative case study, which is used to analyse the dynamic nature of emerging market development. The study uses a multi-method approach to data collection to capture the market’s evolution and relationships between market actors. The study follows emerging energy saving market development taking the perspective of an Energy Service Company in Dubai. As the main outcome of the study, it is argued that the service provider needs to direct its activities to build those relationships necessary to gain market acceptance and a coherent market offering before it can truly exploit market opportunities. As a characteristic of an emerging market, different interpretations of an innovation increase market dynamics, which slows market acceptance. Therefore, the service provider’s innovation process needs to serve market needs first; later, when the market has evolved, the innovation process is divided into co-innovation and structured innovation. From the evolutionary point of view, many service markets need to be fostered by market actors, as well as needing government-built regulatory and market support mechanisms. This need is especially valid for services that have other societal goals beyond pure financial interests. For a new service provider, an understanding of emerging markets is essential to appropriately set expectations and to accurately plan for the timing and effort needed for market entry. 1 An emerging market in this study represents the market development phase that occurs when a market has been created. Markets are emerging everywhere regardless of country or other geographical area and should not be confused with developing country-related emerging markets. / Tiivistelmä Tämä väitöskirja tutkii uusien markkinoiden kehittymistä erityisesti palveluliiketoiminnan ympärille, ja luo mallin, jolla voidaan tarkastella tällaisia markkinoita ja niiden kehittymistä. Mallissa huomioidaan palvelun tarjoajan aktiviteetit markkinoilla sekä vuorovaikutus muiden toimijoiden kanssa. Tutkimuksessa tunnistetaan keskeiset kehitysvaiheessa olevien markkinoiden elementit: 1) markkina-aktiviteetit, 2) innovaatio ja 3) kehittymisen edistämiseen liittyvät tekijät. Mallin mukaan nämä ovat edellytyksenä sille, että markkinoille muodostuu riittävä määrä sekä myyjiä että ostajia, jotta palvelutarjonnasta muodostuisi vertailukelpoista. Tämän tutkimuksen empiirinen osa on suoritettu laadullisena tapaustutkimuksena, jossa analysoidaan markkinoiden kehittymisen dynamiikkaa. Jotta markkinan kehittymistä ja markkinatoimijoiden välistä vuorovaikutusta voidaan tarkastella samanaikaisesti, on tutkimuksessa kerätty sekä haastattelu- että havainnointiaineistoa. Tutkimuksessa on seurattu kehityksen alkuvaiheessa olevan energiansäästömarkkinan kehittymistä ns. ESCO-palvelun tarjoajan näkökulmasta Dubaissa. Tutkimus osoittaa, että markkinoiden kehittymiseksi palvelun tarjoajan täytyy ensin keskittyä luomaan suhteet muihin markkinatoimijoihin, jotta yhdessä voidaan saavuttaa markkinoiden luottamus ja luoda yhteneväinen tarjonta, ennen kuin kilpaillaan markkinaosuuksista. Eri toimijoiden erilaiset tulkinnat markkinainnovaatiosta lisäävät dynamiikkaa ja vaikeuttaa markkinan yleistä hyväksymistä, jotka yhdessä siten hidastuttavat markkinan kehittymistä. Näistä syistä palveluntarjoajan tulisi kohdistaa innovaatioprosessinsa palvelemaan markkinan kehitystarpeita ensin ja vasta myöhemmin se voi keskittyä hyödyntämään mahdollisuuksia yhteiseen ja sisäiseen innovaatioon. Monet palvelumarkkinat vaativat kehittyäkseen toimijoita joiden tehtävä on pelkästään keskittyä edistämään markkinan kehitystä luomalla yhteisiä sääntely- ja tukimekanismeja. Nämä toimija ovat usein valtiollisia, erityisesti silloin kun markkinalla on myös yhteiskunnallisia tavoitteita, taloudellisten tavoitteiden rinnalla. Kehittyvät markkinat ja niiden mahdollisuuksien hyödyntäminen uudelle palveluntarjoajalle on haasteellinen konteksti ja menestyminen edellyttää sekä odotusten että panostusten asettamista realistisesti, jotta kehittyvillä markkinoilla voidaan ylipäätään toimia.

The goal of this thesis is to conduct a research and thorough analysis of the suggested new market for international company. In case of positive recommendation regarding market entry, marketing strategy and marketing mix are to be developed and proposed. The central idea behind the topic is to suggest efficient marketing strategy for Starbucks Corporation, global coffeehouses chain and coffee specialties seller, entry to the Ukrainian market. The recommendation is to be based on thorough analyses and researches of market environment and company's potential position. The thesis is divided into theoretical, analytical and practical parts. The theoretical part summarizes academical knowledge that is related to the topic of the thesis and that is used in further analytical and practical parts. Analytical part presents analyses made on country and industry situation and on current company's profile and strategies. In practical part, based on the analyses performed, the final recommendation on the mode of entry and marketing strategy is made.