Brexit is the source of changes in the business environment in Europe. The situation generates uncertainty in which direction the United Kingdom wants to take on the decision of leaving the European Union. The situation is unique, the outcome and impact are unknown. The aim of the thesis is to gain profound knowledge and analyze how Swedish forestry industry firms perceive and respond to the uncertainty of Brexit. The reviewed literature present how uncertain business environments affect firms, the perception of uncertainty and strategy that generates a response to uncertainty. The conceptual framework illustrates the process and the connection between the elements. In order to gain profound knowledge on the subject, a qualitative study with an abductive approach was conducted. The applied research design was a multiple-case study that consisted of six cases. The analysis discusses the empirical data with a cross-case examination and pattern matching to the literature in order to identify similarities and differences between the cases. The perceived uncertainty is dependent on several elements and the findings display how changes in the business environment impact firms differently depending on the risk management of the firm, market commitment, information, experience and how the market is valued. These factors influence the process behind the response and the resources that are allocated to the process. The thesis contributes both to the theoretical and practical understanding of uncertainty and how to respond to uncertainty.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-85532 |
| Date | January 2019 |
| Creators | Ek, Jennie, Persson, Robin |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring (MF), Linnéuniversitetet, Institutionen för marknadsföring (MF) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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