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The road to success is always under construction: Exploring growth opportunities for German MNCs on the Swedish Fashion Market
Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
2018 (engelsk)Independent thesis Advanced level (degree of Master (One Year)), 10 poäng / 15 hpOppgave
Abstract [en]

The purpose of this research is to explore growth opportunities for German Fashion MNCs on the Swedish Fashion market. This study aims to contribute to research on the internationalization process of Fashion MNCs and provides managerial implications for similar companies entering similar markets. 

The results of the study indicate that there are several opportunities for German MNCs to grow on the Swedish market. Yet, companies have to fulfill certain aspects that will give them the opportunity to expand their distribution. Knowledge itself is not enough. In order to penetrate the market MNCs need to focus on their internal and external knowledge, their network, branding and digitalization.

sted, utgiver, år, opplag, sider
2018.
Emneord [en]
Globalization, Internationalization, Multinational Corporations, Swedish Fashion Market, Growth strategy, Market Knowledge, Branding, Network, Digitalization, International Marketing, Retail
HSV kategori
Identifikatorer
URN: urn:nbn:se:lnu:diva-75630OAI: oai:DiVA.org:lnu-75630DiVA, id: diva2:1216805
Eksternt samarbeid
DIGEL AG
Fag / kurs
Business Administration - Marketing
Utdanningsprogram
International Business Strategy, Master Programme 60 credits
Veileder
Examiner
Tilgjengelig fra: 2018-06-18 Laget: 2018-06-12 Sist oppdatert: 2018-06-18bibliografisk kontrollert

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  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annet språk
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  • html
  • text
  • asciidoc
  • rtf