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Modebranschens Internationella Arena: En studie om svenska modeföretags etablering och varumärkesbyggande på internationella marknader
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Syftet med denna uppsats ämnar att beskriva svenska modeföretags internationaliseringsprocess. Därför ska vi undersöka och analysera nätverkets betydelse, barriärers påverkan, val av etableringsstrategier och varumärkesbyggnad vid internationalisering. För att uppnå syftet med vår studie har nedanstående huvudproblem formulerats:

 

Hur går svenska modeföretag tillväga vid etablering och varumärkesbyggnad på den internationella marknaden?

 

Uppsatsens teoretiska utgångspunkt innefattar svenska modeföretags etablering på den internationella marknaden vilket berör internationaliseringsprocessen, nätverksperspektiv, barriärer, etableringsstrategier samt varumärkesbyggnad. Studien utgår från en kvalitativ forskningsmetod med en deduktiv ansats där fyra fallstudier har tillämpats. I empirin redogörs en jämförelse mellan fallföretagen, vilket leder fram till analysen där empirin ställs mot teorin.

Uppsatsens slutsats visar att svenska modeföretags internationaliseringsprocess innebär att företag ställs inför olika utmaningar som val av marknad och att hitta samarbetspartners. Företag väljer etableringsstrategi för företagens verksamhet och bygger upp varumärket på den internationella marknaden. Avslutningsvis presenterar vi det gap vi funnit i teorin, teoretiska bidrag, praktiska rekommendationer samt framhäver förslag till vidare forskning.

Abstract [en]

The purpose of this paper is to describe the internationalization process of Swedish fashion companies’. Therefore, the network's importance, the barriers impact, choice of market entry mode and brand building in the internationalization will be examined and analyzed. In order to achieve the purpose of our study the following main question were formulated:

 

How do Swedish fashion companies proceed with expansion and brand building in the international market?

 

The theoretical base of the thesis includes Swedish fashion companies’ establishment in the international market which affects the internationalization process, the network perspective, barriers, market entry mode and brand building. The study is based on a qualitative research method with a deductive approach where four case studies have been applied. In the empirical data a comparison is presented between the four case studies, followed by analysis where the empirical data is compared against the theory.

The study’s conclusion implies that Swedish fashion companies’ internationalization process implies that companies’ face different challenges such as the choice of market and finding partners and the choice of market entry mode for the business and brand building on the international market. Finally, we present the gap we found in the theory, theoretical contribution, practical recommendations and highlights suggestions for further research.

Place, publisher, year, edition, pages
2014. , 70 p.
Keyword [en]
Internationalization, Market entry strategies, Branding building, Swedish fashion companies, Network, Internationalization process
Keyword [sv]
Internationalisering, Etableringsstrategier, Varumärkesbyggande, Svenska modeföretag, Nätverk, Internationaliseringsprocess
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-35538OAI: oai:DiVA.org:lnu-35538DiVA: diva2:728244
Subject / course
Business Administration - Marketing; Business Administration - Marketing
Educational program
International Business Programme, 180 credits; Retail and Service Management Programme, 180 credits
Supervisors
Examiners
Available from: 2014-06-24 Created: 2014-06-23 Last updated: 2014-06-24Bibliographically approved

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