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Micro environmental influence on the  International Marketing Strategy of Swedish companies in Norway
Linnaeus University, School of Business and Economics, Department of Marketing.
2013 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

AbstractCourse: 4FE02E, Graduation WorkLinnaeus University, School of Business and Economics, June, 3, 2013.Level: MasterAuthors: Elizabeth Atem TabetandoSupervisor: DR Anders PehrssonExaminer: DR Sarah PhilipsonTitle: Micro Environmental Factors’ Influence on the International Marketing Strategy of Swedish Companies in Norway.Background: Author is interested in studying how micro environmental factors affect international marketing strategy of Swedish companies in Norway.Purpose: The purpose of the study is to investigate customers’ and competitors’ influence on value adding activities of Swedish companies in Norway.Research questions: RQ: What influence do customers and competitors play in value-adding activity of a firm in a foreign market?Research Method: Empirical findings through live and internet-based interviews with top managers of three companies.Findings: The findings contribute to the understanding of theoretical principles that explained how firms face more intense customer service and competitors’ pressures than before. The organization’s response can have the potential either to restore customer satisfaction and reinforce loyalty in order to compete successfully or inflict more lasting damage on the organization’s image. It shows that customers always evaluate service encounters’ outcome, procedure, and interaction. This provides managers with useful information on how important these complexities are for value-adding in foreign markets.Conclusion: A firm’s cooperation with customers in product, production operations and customer services has a positive influence on product development, product quality and growth of the business. A firm that response to competitors’ has a competitive advantage.

Place, publisher, year, edition, pages
2013. , 67 p.
Keyword [en]
Micro environmental factors, International Marketing Strategy, Value-adding, Competitors, Customers, Sweden, Norway, Logent AB, Emballator Lagan Plast, Trioplast AB
National Category
Social Sciences
URN: urn:nbn:se:lnu:diva-26327OAI: diva2:627328
Subject / course
Business Administration - Marketing
Educational program
Marketing, Master Programme, 60 credits
k21o1v, Växjö (English)


Available from: 2013-06-14 Created: 2013-06-11 Last updated: 2013-06-14Bibliographically approved

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