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Gangnam Style: A qualitative case study on Swedish fashion brands entering and becoming resilient on the South Korean market.
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This study will examine the internationalisation process of Swedish fashion brands

entering the South Korean market to be able to get an understanding of how the

decision of entry strategy is influenced and how it affects the resilience in the market,

as well as identify the drivers and barriers influencing the choice of entry mode. The

study was conducted through a qualitative multiple case study with an inductive

methodology approach. The literature review was established based on the known

theories of internationalisation, entry modes and resilience. Here, the concepts

discussed throughout the thesis are presented. Interviews were conducted with five

different Swedish fashion brands who were all, to different extents, established on the

South Korean market to collect empirical findings. These findings were then discussed

in correlation to the presented theories to identify patterns within the

internationalisation process to the South Korean market. The conclusion of the thesis

is that relationships and networks are important drivers to enter and obtain resilience

on the South Korean market. This allows the companies to engage in renewal of

activities and flexibility in the constantly changing business environment. Language,

lack of knowledge and lack of resources are identified as barriers limiting the level of

commitment in the South Korean market.

Place, publisher, year, edition, pages
2019.
Keywords [en]
Resilience, Entry Mode, South Korea, Swedish Fashion
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-85892OAI: oai:DiVA.org:lnu-85892DiVA, id: diva2:1330486
Educational program
International Business Programme, 180 credits
Supervisors
Examiners
Available from: 2019-06-26 Created: 2019-06-25 Last updated: 2019-06-26Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
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Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
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