US antitrust policy takes as its objective consumer welfare, not total economic welfare. With that objective, Joe Bain's definition of entry barriers is more useful than George Stigler's or definitions based on economic welfare. It follows that economies of scale that involve sunk costs may create antitrust barriers to entry. A simple model shows that sunk costs without scale economies may discourage entry without creating an antitrust entry barrier.

Purpose: The purpose of this paper is to study the cultural barriers faced by Small and Medium Enterprises (SMEs) in entering Japanese market and to see how the successful companies have overcome the barriers. Design/methodology/approach: An exploratory case study with qualitative research through semi-structured interviews (telephonic and Skype) with foreign SMEs in Japan. 17 interviews could be conducted in 12 companies out of 76 companies contacted.  Theoretical framework: The theoretical framework encompasses barriers studied by Namiki (1998) for classification of the entry barriers and applied the same on SMEs. The cultural aspect has been deployed in accordance to theory of House et al. (2004), Trompenaars & Hampden-Turner (2012) and on the cultural dimensional framework of Hofstede et al. (2010). It further includes language in intercultural communication and barriers related to it.  Findings: The study identifies that the business culture perceived by foreign SMEs in Japan is almost similar to the national culture identified by Hofstede et al. (2010), but only three out of five cultural dimensions studied and the language have emerged as barriers for the foreign SMEs to do business in Japan. It was also found that to adapt to the Japanese business culture in general, engage in business relationship and to use senior bi-lingual Japanese staff, was keys to success for the foreign SMEs. Managerial implications: It is recommended that managers should study previous literature on cultural barriers as it most likely also applies to SMEs. It is also recommended to use Japanese bi-lingual staff and to establish relationships with Japanese companies as soon as possible. Limitations: The study was conducted with interviews of only twelve SMEs in Japan. The study was confined to qualitative method and a quantitative study with larger number of companies could have fetched more quantifiable results. Originality/value: This paper is one of the first to analyse the cultural barriers exclusively for the foreign SMEs in Japan with interviewing firms doing business in Japan. Keywords: Entry barriers, cultural barriers, SMEs, Japan market. Classification: Exploratory, qualitative study.

Master thesis in marketing, 15 credits, School of business and economics, Linnaeus University, Växjö, 4FE02E, spring 2011 Author: Emma Johansson Tutor: Åsa Devine Title: Build it green – To create entry barriers with green marketing Background: In the beginning of the 21st century sustainability have become of higher importance for companies. One tool to manage sustainability is green marketing; an approach through which companies can gain competitive advantage. But is it possible to influence the market structure by using green marketing and is it possible to make it difficult for new actors to enter the market? Purpose: The purpose of this research is to investigate how companies can use green marketing to create entry barriers. Delimitations: This thesis is delimited to investigate the work of creating entry barriers, not to measure the effect of it. Furthermore the empirical research only includes companies on the Swedish market. Method: To investigate how companies use green marketing in relation to entry barriers today a quantitative approach was used and an electronic questionnaire was conducted. Conclusion: For established companies to protect their position on the market it is important to not only concentrate on the barriers most commonly related to green marketing. Rather green companies can establish a wide spectrum of barriers related to green marketing in order to make it more difficult for new entrants to establish themselves. Suggestions for further research: The next step to make within the field of green marketing as a barrier to entry is to investigate the effect of the barriers examined in this research. It is also necessary to do industry specific researches to investigate if some barriers are more important for certain industries. Keywords: Entry barriers, environmental commitment, green entry barriers, green marketing, strategic barriers to entry, structural barriers to entry, sustainability.

Background and problem: There are strong incentives for Swedish retail companies to establish their business in Japan. With its 128 million inhabitants the country accounts for 40 percent of the total world consumption of luxury goods and is the world’s largest importer of foreign fashion. Moreover, Japan is the second largest retail market in the world. However, as a company in a foreign market there are many obstacles to overcome. A Swedish retail company aiming to enter the Japanese market does not have the same insight and knowledge into the formal and informal institutions in the country as a domestic company might have. Furthermore, Japan is experiencing complaints from both business organisations and foreign politicians regarding the trade practices in the country arguing that the Japanese market is not receptive enough to Western products. A company that moreover aims to enter markets where both the cultural and actual distance is far away from the business’ home country shall preferably realize the complexity of such a decision and be as prepared as possible. Purpose: The purpose of the study is that “through a literary study identify and provide a deeper understanding of the major entry barriers a Swedish retail company may encounter when entering the Japanese market”. The following research questions were developed in order to reach the purpose: “What are the main industry and institution-based barriers a Swedish retail company may encounter when establishing its business in Japan?” and “What are the main cultural barriers a Swedish retail company may encounter when establishing its business in Japan?”Methodology: When conducting the study, a descriptive research approach has been used. The study is of a qualitative nature and the design of the study is a descriptive literary study. Performing a literary study involves the collection of data from already published scientific articles, journals and dissertations. The data used for this study consist of eight scientific articles and journals and one dissertation. Conclusions: The analysis was based on the theories, which explains a company’s decisions of where, when and how to enter a foreign market as well as theories that explains a nation’s cultural impact on an organisation. Based on the findings the results were divided into two sections. The study reached the conclusion that among the industry and institution-based barriers the high level of rivalry among firms, the high level of bargaining power of suppliers, the high standards regarding quality and service, regulatory risks, trade barriers and institutional norms were the most important barriers to market entry for foreign companies in Japan. The most important cultural barriers to market entry in Japan were the high level of collectivism, power distance, uncertainty avoidance and masculinity in the country. / Program: Master in Fashion Management with specialisation in Fashion Marketing and Retailing

The aim of this paper is to analyze the strategic behavior of the leading firms on the Swedish wholesale electricity market. This thesis wishes to address the competition situation on the market and how the firms can manipulate the price in order to maximize the profits. The Swedish electricity market was deregulated in 1996 and the predicted outcome was that the competition on the market would increase. However, today’s market is highly vertically integrated with three dominating firms; Vattenfall, E.ON, and Fortum. Moreover, the market has similar characteristics of an oligopoly with high entry barriers, limited room for product differentiation, and limited access of information. The Herfindahl-Hirschman Index and the Lerner Index show that the wholesale electricity market is highly concentrated and that market power exists. Besides external factors that affect the electricity price, such as emission trading and the amount of water in the reservoirs, the leading firms can with their market power manipulate the price. This can be done by preventing new entrants to enter the market which has led to underinvestment in new capacity with lower production costs.

This paper examines and evaluates one of the entry barriers in the Swedish upper secondary school market,the governmental imposed restriction which states that the establishment of an independent school can notresult in substantial negative eects for municipal schools. Identication of what variables are consideredwhen ruling the establishment of an independent school inappropriate due to the risk of causing substantialnegative eects is carried out through quantitative analysis by gathering data from a stratied sample ofapplications sent in to the Swedish School Inspectorate 2011 and 2012 to start or expand independentschools. The probability of getting an application to start or expand independent school is regressed on thepredicted number of remaining students at municipal schools, on the predicted student population changeand on the municipality recommendation. The models developed show that the predicted number ofstudents left in municipal schools has a big impact on the probability of getting an application approvedwith distinct kinks in the explanatory power. The result also show that the predicted student populationschange is taken into account but that the municipal recommendation is not.

Date May 31, 2011 Course Name: Masters Thesis in Marketing, 4FE02E, 15 hp, Spring 2011 LinnaeusUniversity,Växjö,Sweden Program Masters in Marketing Authors: Rubaiyat Raihan 840812 Shah Azeem 761210 Tutor: Engelbert Weiss Examiner: Sarah Philipson Title of the Paper: The specificities of market entry strategies into a developing country Problem Statement: “What are the specificities of market entry strategies into a developing country?” Purpose: To understand the market entry strategy of high tech product like energy efficiency light for the developing country taking into consideration the aspects discussed under problem discussion. Delimitation: In our thesis paper, we are only discussed about the energy saving industry and more specific the light manufactures. Also, our paper is discussed only about the market entry strategies and entry barrier, not to measure the effect of it. Methodology: The project is based on primary data retrieved in connection with the theoretical framework. A qualitative approach of research and questionnaire has been considered to reach the desirable result. Conclusion: After investigating the factors of energy efficiency light industry, we can conclude that it will be a good idea for a company to expand their business in developing country as the industry and the countries have a lot of potential to offer. An Investment entry mode (Joint Venture) has been suggested. Suggestion for Further Research: This research was focused on market entry strategy and entry barriers of energy efficiency light manufacturer, not the effect of entry barriers. Therefore, the next step should be to make in order to examine the effect of the barriers discussed in this research. Key Words: International market entry strategies, energy efficiency light industry, entry modes and entry barriers.

Abstract Thesis title: The selection of entry mode when penetrating a foreign market Author: Annica Gunnarsson  Tutor: Åsa Devine Course: Marketing, advanced level, spring term 2011, Linnaeus University   Entering a new market is always a risky business, with a big potential of failure. To research the options of entry strategy can help in determine which strategy to use. The international market of education has changed during the last years, and in Sweden we just had one big change when the introduction of tutoring fees was determined. This has forced the universities out on unfamiliar territory.  This new territory consists of competing on a much bigger market than before and the need to develop a new international marketing strategy has occurred. The research on entry modes from a manufacturing perspective is extensive and therefore this research deals with the entry modes from a service perspective. The aim of this study is to gain better understanding of the selection of entry modes from a service institutes perspective. Furthermore the research is limited to investigating the education sector and how they use entry mode when wanting to establish them on a new market. The research is done through seven different interviews. The universities are located both in Sweden and abroad. This method where chosen because the goal is to find out how the universities is enter new markets.    The findings are based on the factors that determined international marketing strategy and how the respondents have answered the questions. How the universities work with the changes they experience is also a factor in the decision making process on which international strategy to use. The main findings of the study are that the entry mode education institutes most often use is some sort of international joint venture.

<p>The aim of this paper is to analyze the strategic behavior of the leading firms on the Swedish wholesale electricity market. This thesis wishes to address the competition situation on the market and how the firms can manipulate the price in order to maximize the profits.</p><p>The Swedish electricity market was deregulated in 1996 and the predicted outcome was that the competition on the market would increase. However, today’s market is highly vertically integrated with three dominating firms; Vattenfall, E.ON, and Fortum. Moreover, the market has similar characteristics of an oligopoly with high entry barriers, limited room for product differentiation, and limited access of information.</p><p>The Herfindahl-Hirschman Index and the Lerner Index show that the wholesale electricity market is highly concentrated and that market power exists.</p><p>Besides external factors that affect the electricity price, such as emission trading and the amount of water in the reservoirs, the leading firms can with their market power manipulate the price. This can be done by preventing new entrants to enter the market which has led to underinvestment in new capacity with lower production costs.</p>

Sunk costs play a central role in antitrust economics, but are often misunderstood and mismeasured. I will try to clarify some of the conceptual and empirical issues related to sunk costs, and explain their implications for antitrust analysis. I will be particularly concerned with the role of uncertainty. When market conditions evolve unpredictably (as they almost always do), firms incur an opportunity cost when they invest in new capital, because they give up the option to wait for the arrival of new information about the likely returns from the investment. This option value is a sunk cost, and is just as relevant for antitrust analysis as the direct cost of a machine or a factory.