Purpose: The purpose of this thesis is to describe and to understand how a company within Swedish fashion industry, namely Frank Dandy, enters foreign mar-kets. Background: The Swedish fashion industry, defined as SMEs who have produced world-wide recognized brands created by designers and visionaries, has got a lot of coverage in media recently for its success abroad. Theories concerning in-ternationalization have previously not been applied to examine the latest development in the Swedish fashion industry or companies within it, such as Frank Dandy. A gap exists because previous studies have generalized re-tailers, textile industry, fashion houses, distributors and so on as fashion in-dustry. When in reality there is a big difference between these units, and what media refer to as the Swedish fashion industry. Method: For this study, a qualitative method has been chosen and the abductive ap-proach of systematic combing has been applied when creating a case study concerning Frank Dandy’s internationalization process. The abductive ap-proach enables the authors to successively modify their framework as new empirical findings arise and thus match it with the best theory suited to give insight to how Frank Dandy enters foreign markets. Conclusion: The purpose of this study has been fulfilled and the authors can conclude that Frank Dandy enters foreign markets through agents and distributors, as predicted by the Uppsala model. However, distributors are preferred over agents since they put less strain on the organization and finally that distribu-tors and agents are handpicked from an extensive international network.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hj-6648 |
| Date | January 2008 |
| Creators | Haghighi Moghaddam, Ali, Lantz, David, Gasparini, Alexander |
| Publisher | Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Nationalekonomi, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi |
| 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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