The digital era has brought enormous changes to traditional industries, among which the music industry has been particularly hard hit. Unauthorized downloading and file-sharing on the internet has significantly threatened the viability of the music industry. Reduced sales, as much as one-tenth of previous sales, have caused closure of many companies. The market territory has also shifted constantly. The future of the music industry relies on how it can address these changes. In addition, the rise of wholesale retailers that emphasize lower costs and quantity price discounts has also worsened the prospect of the music industry. Traditional music retailers have little profit margins to compete with these chained wholesale retailers. Losing market access, the sales and profits for pop music continue to decline, let alone "non pop" music, such as Buddhist music. The author has been a producer of Buddhist music for years and runs the Buddha Cloud Music Production House. Facing these changes, in this thesis he presents a new marketing strategy, deviated from traditional business sequence of production, recording, marketing, and retails. This strategy includes: (1) directly promoting his works to Buddhist temples; (2) marketing through mass media, such as newspapers and Buddhist TV channels; and (3) a total access marketing approach using online e-business programs. The author details how he used this strategy to successfully promote his works of Buddhist music produced in his studio. It is expected that the proposed strategy can shed some light on the marketing of other industries that face similar challenges.

Business model is a concept that has gained increasing attention in recent years. It is seen as a firm’s ticket to success and has been studied by researchers and managers alike to find the ultimate template for prosperity. Little research has, however, been conducted on the necessary adjustments of a business model in the case of new market entry. Globalization has inspired companies to grow internationally, and firms increasingly look for new markets to capture, and China has become one of the most attractive markets for western firms. Existing theory claims that business model adjustment is necessary when expanding globally. Hence, our aim is to research how a firm’s business model adjusts when entering a new market. We also aim to further develop existing theory on the interrelation between business model elements, and see how change in one element influences other connected elements. We have conducted a qualitative exploratory case study using the business model of a European e-commerce company on the verge of entering China. To reach the purpose of the thesis we have conducted interviews with employees of the studied company to understand their current business model, previous changes when entering new markets and the expectations on China’s influence on the business model. We have also collected information on the Chinese market through interviews and secondary sources. The gathered data has been analyzed in accordance with theories concerning culture, consumer behavior and business model features. The results of the data gave us a foundation for researching the influences of culture on the business model. Through increased knowledge in the area of business models, information on the Chinese culture and market, and theoretical findings regarding e.g. culture and consumer behavior, we have been able to analyze how cultural aspects influence business model elements. We found potential links between cultural traits of the Chinese market and the market’s consumer behavior and preferences. The conclusion of the thesis states that the elements primarily affected by new market entry are target customer, relationships, partnerships and capabilities. The two first are influenced by the changing consumer preferences (culture) whereas the final two are operational and affected by the organizational changes necessary when entering a new market. We also found change in value configuration, distribution channel and cost structure as a result of the adjustments made in the previously mentioned elements. Due to the lack of information on other markets, apart from the European, it has, however, been difficult to draw generally applicable conclusions on cultural influence on the business model.

Imports of fresh fruits and vegetables to the United States have grown by more than 350 percent since 1989. Factors such as rising consumer incomes, the desire for greater variety and availability of fresh produce throughout the year, and a reduction in trade barriers through multi-lateral and bi-lateral trade agreements have contributed to this growth in imports. In addition, since the implementation of the Agreement on Agriculture and the Agreement on the Application of Sanitary and Phytosanitary Measures from the Uruguay Round of the World Trade Organization negotiations, there have been numerous requests to export fresh fruits and vegetables to the United States. From 1996 to 2008, the United States has granted new market access to 204 exporter/commodity combinations. Given this large increase in new market access, this thesis assesses the success of the new entrants in terms of contributing to the increase in fresh fruit and vegetable imports and whether they exported on a continual basis after gaining import eligibility. In addition, this thesis estimates a gravity model to assess the differences in fresh fruit and vegetable exports from new entrants subject to phytosanitary measures relative to those with no such restrictions in place and to determine whether these effects vary by commodity sector and exporter's size. The major finding of this thesis is that in general, new entrants have contributed little to the growth in U.S. fresh fruit and vegetable imports. For most commodities, new entrants do not provide a significant proportion of imports potentially because new entrants are not able to compete with existing suppliers. This study finds differences in fresh fruit and vegetable exports from new entrants subject to specific phytosanitary treatments relative to entrants with no such restrictions in place. / Master of Science

No description available.

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.

The diploma thesis deals with possible option of establishing the branch office of the technology company in Slovakia. The first part is focused on theory related to setting up the business plan. The second part contains analysis describing current status of the company of interest based on the information provided. The proposal of the branch office setting up is included in the last part of the diploma thesis where ways the company could follow when entering new market are described.

Increased competition by new market entries has long been studied with defensive marketing strategies (DMS) being identified as one of the ways of combating a new competitor. There is limited research concerning the Swedish eCommerce business landscape and its competitive environment and adding the fact that Amazon, in late 2020, launched in Sweden this study aims to outline what DMS Swedish eCommerce businesses have implemented as a result of Amazon’s entry. Qualitative semi-structured interviews were held with respondents in key positions of firms, where the individual either was working with or consulting eCommerce businesses. The findings suggested that, in its generality, that no new DMS has been implemented as a result of the market entry. Amazon is expressed to have a weak position and lack in several aspects compared to Swedish eCommerce. The biggest fear lies in Amazon’s future with many potential “strong cards” left to play in their sleeve. However, the entry of Amazon increased the focus of some areas, as they were seen to become more important for survival and competing.

U.S. imports of fresh fruits and vegetables have increased sharply since the late 1980's. With increased imports come increased concerns that pests and diseases may infest shipments of fresh agricultural products. To address this concern, USDA's APHIS implements phytosanitary measures that mitigate pest and disease risks. These regulations vary from documentation requirements, inspection, or requiring that shipments receive a phytosanitary treatment. A growing body of literature attempts to assess the generic trade flow effects of SPS measures. Still, little evidence is available to shed light on the nature, size, and scope of SPS standards and their role as "trade barriers" versus "trade catalysts." This thesis fills the void in the literature in two respects. First, a novel database on phytosanitary measures pertaining to U.S. imports of 47 fresh fruit and vegetable products from 95 countries is developed for the period 1996-2007. This disaggregated approach allows for the effects of specific phytosanitary treatments to be identified. Second, following recent literature, the issue of "zeros" is addressed while estimating a gravity model of international trade. The findings suggest that phytosanitary treatments initially inhibit fresh fruit and vegetable imports. However, their trade reducing effects are uneven across product sectors, development status categories and treatment types. Finally, globally large exporters facing a treatment requirement ship more fresh fruits and vegetable relative to small exporters facing the same regulation, suggesting the role of SPS measures as "trade barriers" versus "trade catalysts" depends on the relative size of the exporter in the global market. / Master of Science

[pt] O presente estudo surge no contexto onde cada vez mais empresas de capital aberto aderem aos níveis diferenciados de governança corporativa e Novo Mercado da Bovespa, no intuito de aumentar o valor da sociedade, melhorar seu desempenho, obter custos de capital reduzidos e garantir sua sustentabilidade. A pesquisa em tela tem a finalidade de avaliar se empresas brasileiras que adotam práticas de governança corporativa, a saber, adesão ao Novo Mercado (nível máximo de governança corporativa formalmente estabelecido pelo mercado de capitais brasileiro), criam valor econômico para seus respectivos acionistas. A listagem no Novo Mercado abrange uma série de princípios considerados boas práticas de governança, entretanto as práticas parecem estar mais centradas em questões como transparência na prestação de informações por parte da companhia e proteção do acionista minoritário, ao invés de questões relevantes da ótica de criação de valor econômico. A métrica possibilita análise mais profunda da estrutura de capitais, dos recursos investidos e do resultado econômico das companhias, e por fim, permite avaliar se as ações dos administradores estão de fato gerando valor para os acionistas. Os resultados sugerem que a adesão ao Novo Mercado consiste em fator importante, porém não determinante para a criação de valor econômico das companhias da amostra. / [en] The present study arises in a framework where companies traded on the stock market adhere to the differentiated levels of corporative governança and the Novo Mercado established by the São Paulo Stock Exchange, with the intention of increasing the company`s value, to improve its performance, to obtain reduced costs of capital and to guarantee its sustentabilidade. The research evaluates whether Brazilian companies which adopt corporative governance practices, such as, adhesion to the Novo Mercado (maximum level of corporative governance officially established by the Brazilian stock market), create economic value for their shareholders. The Novo Mercado includes a series of principles considered best corporate governance practices. However these practices seem to be more centered in issues such as information disclosure and protection of minority shareholders, instead of issues concerning economic value creation. The metric enables a deeper analysis of the companies` capital structure, invested resources and economic results, and finally, allows an evaluation of whether the administrators` actions are, in fact, creating shareholders` value. The results suggest that the adhesion to the Novo Mercado is an important, but not a determinant factor for economic value creation in the companies of the sample.

[pt] Nos últimos 10 anos, bolsas de valores de vários países buscaram alianças ou implementaram novas regras de governança que, em geral, visam a proteger os acionistas minoritários. O Novo Mercado foi criado pela BOVESPA dentro desse contexto, inspirado no Neuer Markt alemão. Ao aderir às regras do Novo Mercado, as firmas garantem um maior nível de proteção aos seus acionistas minoritários, o que deve levar a um aumento dos preços das ações e, conseqüentemente, da capacidade de financiamento dessas firmas via mercado de capitais. Utilizando uma amostra de 46 Ofertas Públicas Iniciais de Ações de empresas privadas ocorridas na BOVESPA de 1994 a 2006, encontramos evidência de que empresas que optam pelo Novo Mercado, em média, vendem uma fração maior de seu capital (9,52% a mais) do que as empresas que optam por outros segmentos da BOVESPA. Nosso estudo também mostra um benefício do Novo Mercado ao qual não se tem dado tanta atenção. O aumento do preço facilita a venda de parte das ações existentes dos acionistas controladores, possibilitando uma diversificação de riqueza a custos mais baixos. O Novo Mercado parece ser tão importante para a capacidade de financiamento das empresas como para os ganhos de diversificação dos controladores. / [en] For the last 10 years, stock exchanges from several countries have been searching for alliances or implementing new corporate governance rules in order to protect minority shareholders. The Novo Mercado (New Market) was created by the Brazilian stock exchange, BOVESPA, in this context, inspired by the German Neuer Markt. By adhering to Novo Mercado rules, firms guarantee a higher level of minority shareholder protection, which should lead to an increase in stock prices and, as a consequence, on firm´s financing capacity through capital markets. Using a sample of 46 Initial Public Stock Offerings at BOVESPA from 1994 until 2006, we find that companies that list their shares at Novo Mercado sell, on average, a bigger fraction of their capital (9.52% more) when compared to those that list at other segments in BOVESPA. Our study also shows a benefit of Novo Mercado that has not being much discussed. Higher stock prices make it less costly for controlling stockholders to diversify their wealth. The Novo Mercado seems to be as relevant for financing companies as for diversifying shareholders´ portfolios.