The proliferation of attention given to environmental issues in politics, the media and economics is distinctive for one of the biggest trend movement of the last decades. Past studies have focused on researching green marketing as an emerging topic of importance. However, as vegan advertising is increasingly commonplace on product packages, this thesis provides novel empirical research following an exploratory mixed method research model, investigating the perception of students in the south of Sweden regarding vegan advertised products. Including qualitative in-depth interviews as well as a quantitative online survey, the study provides detailed insights into consumer biases and associations with the term’s vegan and plant-based and its influence on product selection choices. Findings, as well as recommendations are submitted and completed in a conclusive discussion.

Purpose The aim of this study is to explore, describe and analyze how service firms overcome barriers of internationalization at an early stage. Thus, this study is aiming to increase a better understanding of what kind of preconditions these firms have in the very early stages of internationalization. Methodology This research has been based on qualitative case study and abductive approach. We wanted to pursue this research strategy since we were aiming to receive an in-depth understanding of service firms’ early internationalization process. A delimitation we further have applied in this study is a focus only on early entry to Norwegian market and on Swedish consulting firms. These delimitations have been based mainly on the fact that it would be easier to compare the results from the empirical data. We have furthermore conducting a total of 5 interviews with 6 interviewees. Three of these have been with our chosen case companies and the other two have been with two external actors with profound knowledge about the Norwegian market.   Conclusions In our conclusions, we have identified the main characteristics of barriers in an early internationalization stage for service firms and enablers to overcome these barriers. The three key enablers are networks and relationships, international entrepreneurship and presence at the foreign market.

通訊產業在本世紀快速成長，吸引眾多廠商投入，但是基於激烈的變化，讓經營生態產生劇烈震盪，在這種背景下，本研究決定選擇通訊通路作為研究的標的，針對國內一家通訊通路企業的現有經營策略及策略規劃進行深入分析。因為策略不但要適應環境的變化，也要符合被規劃者本身的條件與目標，故本研究以個案研究的方式，選擇其做為研究。期待透過深入的訪談與分析，找出在這個競爭激烈的產業中，何者為得以脫穎而出的原因。 歸結來說，本研究透過個案研究法，以國內通訊通路業者作為研究個案，歷時七個多月的調查與分析，獲得以下主要結論： 1.國內通訊通路業的關鍵成功因素為: 上下游關係、規模經濟以及增加本身之附加價值。 2.從內外在環境分析及條件前提來看，個案公司最適合採行產品發展策略，本研究依據營業收入、獲利率、風險程度及市場佔有率的評估準則，分別給予不同權重，建議個案公司先發展PHS行動配件包。 3.個案公司的未來成長策略可選擇產品多角化與市場擴充策略，最能發揮個案公司的核心能力，並能繼續累積未來的競爭武器。在產品多角化的競爭策略為採取產品差異化集中路線，針對明確的網路發展架構為基礎發展新產品，持續增加競爭優勢，以提高營業收入、市場佔有率以及獲利率，並降低風險。在市場擴充上，勢必得朝大陸發展，以期另創新局。