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The road to success is always under construction: Exploring growth opportunities for German MNCs on the Swedish Fashion Market
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2018 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
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.

Place, publisher, year, edition, pages
2018.
Keywords [en]
Globalization, Internationalization, Multinational Corporations, Swedish Fashion Market, Growth strategy, Market Knowledge, Branding, Network, Digitalization, International Marketing, Retail
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-75630OAI: oai:DiVA.org:lnu-75630DiVA, id: diva2:1216805
External cooperation
DIGEL AG
Subject / course
Business Administration - Marketing
Educational program
International Business Strategy, Master Programme 60 credits
Supervisors
Examiners
Available from: 2018-06-18 Created: 2018-06-12 Last updated: 2018-06-18Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf