The phenomenon of Born Globals in particular to the internationalization process has been highlighted by many scholars. The insufficient of the existing researches to the ability of Born Globals going international since their inceptions with limited resources encouraged us to study more in-depth. Resource-based View (RBV) and firm‟s competitive advantage are chosen as the theoretical framework. Three Swedish Born Globals were chosen as case studies, the data was collected by semi-structure and e-mail interviews which within-case and cross-case analysis were applied. The empirical data and analysis draws us to the conclusion that human resource especially entrepreneurs and network are the key firm resources that significantly contribute to Born Globals‟ establishment, internationalization and competitive advantage. However, the finding is highlighted that entrepreneur has a crucial role to both establishment and internationalization stages. Entrepreneur‟s personal network has high contribution when Born Globals is started up while firm‟s network plays more important role at the internationalization stage. By using network, Born Globals gain an easier way to find financial and operating resource. Moreover, entrepreneur‟s capability is the main key resource that creates competitiveness to Born Global firms. Future research suggestions and implications are discussed in the conclusion.

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.