Thematische Bibliographien / Marketing entry / Dissertationen
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Dissertationen zum Thema „Marketing entry“

Autor: Grafiati
Veröffentlicht am 29. Juni 2021
Zuletzt aktualisiert am 29. Juli 2025

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1

LINGXIU, JIANG. "IKEA marketing entry strategy in China." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-36640.

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Nowadays, with the big background of economic globalization, economic isolation became impossible, therefore,internationalization is necessary for development of enterprise. IKEA is a Swedish multinational group which wasfounded in 1943. Under the big background of economic globalization, IKEA sizes every opportunity to entryforeign markets And nowadays IKEA had already become the world wide largest furniture retailer since 2008.IKEA actually has already entered into Chinese market as early as 1998 .The success of IKEA in Chinese marketis very outstanding. But it’s not difficult to find on IKE
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Johansson, Emma. "Build it green : To create entry barriers with green marketing." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-12174.

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Master thesis in marketing, 15 credits, School of business and economics, Linnaeus University, Växjö, 4FE02E, spring 2011 Author: Emma Johansson Tutor: Åsa Devine Title: Build it green – To create entry barriers with green marketing Background: In the beginning of the 21st century sustainability have become of higher importance for companies. One tool to manage sustainability is green marketing; an approach through which companies can gain competitive advantage. But is it possible to influence the market structure by using green marketing and is it possible to make it difficult for new actors
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Gao, Yong Gerald. "Multinational firms' sequential entry strategies." Click to view the E-thesis via HKUTO, 2006. http://sunzi.lib.hku.hk/hkuto/record/B36633124.

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Gao, Yong Gerald, and 高勇. "Multinational firms' sequential entry strategies." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2006. http://hub.hku.hk/bib/B36633124.

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5

Vítečková, Klára. "Market Entry Strategy for LifeTable Concept." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-85350.

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The goal of this thesis is to create a suitable market entry strategy for an innovative product called LifeTable (interactive touchpad designated for restaurants and bars), so that the company will be able to establish itself in the Czech market and install 200 pieces of LifeTable during the next year. In order to approach the topic correctly, the review of available theoretical literature was carried out. Based on the theory, a thorough secondary and primary research has been conducted. The findings of the research were subsequently used for description of the Czech market, analysis of main c
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Sundali, James Arnold. "An experimental investigation of market entry problems." Diss., The University of Arizona, 1995. http://hdl.handle.net/10150/187079.

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This dissertation considers organizational problems of market entry. The research follows the experimental path. Game theoretic models are combined with laboratory experiments to produce a set of empirical findings. Two market entry problems are studied. The first considers the chain store paradox developed by Selten (1978). This game considers an established chain store with locations in numerous towns. In each of these towns a different competitor decides whether to enter and compete with the chain store. When entry occurs, the chain store can respond cooperatively or aggressively. The game
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Saboo, Pallabi. "A decision model to aid entry-mode strategy selection." Thesis, This resource online, 1992. http://scholar.lib.vt.edu/theses/available/etd-09122009-040423/.

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8

Madhok, Anoop. "Mode of foreign market entry : an integrative study." Thesis, McGill University, 1993. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=41246.

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This study investigates the foreign market entry decision of multinational firms from three theoretical perspectives--namely transaction cost/internalization, competitive strategy and organizational capability. It is argued that each perspective primarily focuses on a different level of analysis--the firm or division, the transaction and the organizational unit respectively. The final decision regarding the means of foreign market entry is a choice made after considering these three forces simultaneously. The study contributes by developing an understanding of the role of organizational capabi
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Jansen, Derek (Derek Timothy) 1963 Carleton University Dissertation Management Studies. "The influence of host country characteristics on method of entry." Ottawa.:, 1992.

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10

Borchert, Oliver M. "Key marketing factors in SMEs' international market entry mode choice." Thesis, University of Strathclyde, 2016. http://digitool.lib.strath.ac.uk:80/R/?func=dbin-jump-full&object_id=27532.

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Anselmini, Cecilia <1993&gt. "Brand Licensing in China: From Marketing Tool to Entry Strategy." Master's Degree Thesis, Università Ca' Foscari Venezia, 2018. http://hdl.handle.net/10579/12265.

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The primary purpose of this thesis is to analyze brand licensing as an entry strategy in a new market, specifically in relation to the economic context of the People's Republic of China. The first part of this study examines in a broad perspective the pros and cons of licensing as compared to other entry strategies, illustrates the different types of licensing available to a firm and the different products or services that can be licensed; it then describes the formal structure of licensing agreements and how the value of a license may be established. The second part of this study looks into t
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Kleber, Philipp. "Entry and post-entry operations in the Saudi Arabian market : a qualitative study of German SMEs (Mittelstand) in the metal-forming machine tool sector." Thesis, Northumbria University, 2016. http://nrl.northumbria.ac.uk/36163/.

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The Kingdom of Saudi Arabia (KSA) is one of the most important trade partners in the Middle East for the German machinery industry, which mainly comprises small and medium enterprises (SMEs). In Germany, these firms are named Mittelstand firms due to their distinctive characteristics. This study investigates the question, ‘How do German Mittelstand firms in the metal-forming machine tool sector (MFMTS) successfully enter the Saudi Arabian market?’ It further explores the challenges that occur during the entry and post-entry operations, and how they are overcome. Furthermore, the study investig
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Chen, Ivy Siok Ngoh. "Newly industrialised country firms in Western Europe : marketing strategies, organisation and performance." Thesis, University of Warwick, 1998. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.323373.

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Wilkie, Dean Charles Hugh. "The order of entry as an explanatory factor in a brand's performance." Thesis, The University of Sydney, 2011. https://hdl.handle.net/2123/28819.

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The majority of research into the order of entry advantage has been focused on the benefits that it creates for the pioneer brand. This has led to a limited application of the order of entry advantage to situations where it may also help to explain the performance of all other brands. Through consideration of how the order of entry advantage is driven by consumer learning, the objective of this thesis is to use the order of entry advantage to explain the performance of different brand strategies and to apply the order of entry advantage to situations where the consumers’ learnings may be deter
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Lindh, Petter. "Emerging Markets : a Case Study on Foreign Market Entry in Laos; MBA-thesis in marketing." Thesis, University of Gävle, Department of Business Administration and Economics, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-4445.

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<p><strong>Background</strong></p><p>This thesis is conducted for Husqvarna AB with the aim to map the Laotian market for them in terms of market potential for forestry power equipment. In order to provide decision material for further action I was asked to give a description of the Laotian forestry sector; research potential harvesting volumes; analyze the competitive situation; describe the general business conditions in Laos; and provide some insight as to how Husqvarna can enter the Laotian market.</p><p><strong></strong></p><p><strong>Method</strong></p><p>The method I have used for colle
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Sharma, Varinder M. (Varinder Mohan). "Development and Testing of a Resource-Based Theory of International Entry Mode Choice." Thesis, University of North Texas, 1995. https://digital.library.unt.edu/ark:/67531/metadc279389/.

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A firm can deploy a variety of arrangements (entry modes) like wholly owned subsidiaries, joint ventures, contracts, and export modes to implement its product market strategies in foreign countries. Each of these arrangements entails decisions about the location of production facilities and/or marketing operations, and the type of ownership of these operations. The choice of an entry mode is of strategic importance to a firm because it can involve investment of substantial amount of resources and has a strong bearing on the firm's marketing mix. Due to its strategic importance, the entry mode
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Kretzberg, Alena. "Market entry strategies for emerging economies /." Frankfurt am Main : Peter Lang, 2008. http://www.loc.gov/catdir/toc/fy0805/2008386959.html.

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Richardson, Rob. "The entry of Canadian small businesses into international markets /." Thesis, McGill University, 1997. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=34439.

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This study investigates successful small Canadian firms that export. Four factors are considered from a theoretical perspective as variables that have affected the success of these firms. Regimes define the international and national environment. State support is studied as a strategic factor at the domestic level. Networks are considered as both strategic and organizational factors at the firm level. The study of internal factors considers organizational capability and strategy at the firm level.<br>The empirical research was conducted through field studies and a questionnaire that was comple
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Nguyen, Viet Thang. "Marketing Strategy for Market Entry of Škoda Auto Group to the Vietnamese Market." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-74562.

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Today, in the context of globalization, many different international companies in the global automotive industry prefer going international to enlarge their appearance as well as search for new business chances to earn more profit margins. Among them, Škoda Auto Group, the largest Czech car maker. At present, China and India are two of the most important automotive markets of Škoda Auto Group based on the market size and customers' base. Apart from China and India in the Asian region, Vietnam is also seen to be a very high potential market for every car maker in the South East Asian region bec
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Zadražilová, Lucie. "Market Entry Strategy of EF Education First." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-124536.

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The principal goal of its thesis is to conduct a research and do the analyses necessary for the decision whether to enter a foreign market and in case of positive answer the entry strategy is to be suggested. The research and analyses are done on the case of EF Education First, a global company doing its business activities in the educational sector with the main specialization in language learning, and the market of Ukraine. The thesis is divided into a theoretical part which summarizes main elements and academic knowledge important for the entry market strategy including modes of entry, inte
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Gunnarsson, Annica. "The selection of entry modes when penetrating a foreign market : A research study on the education institutes choice of entry mode." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-12170.

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Abstract Thesis title: The selection of entry mode when penetrating a foreign market Author: Annica Gunnarsson  Tutor: Åsa Devine Course: Marketing, advanced level, spring term 2011, Linnaeus University   Entering a new market is always a risky business, with a big potential of failure. To research the options of entry strategy can help in determine which strategy to use. The international market of education has changed during the last years, and in Sweden we just had one big change when the introduction of tutoring fees was determined. This has forced the universities out on unfamiliar terr
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Bihelerová, Judita. "Market Entry Strategy for LEDON Lamp GmbH." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-76323.

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The main goal of this thesis is to set up a vital and pertinent marketing strategy for LEDON Lamp GmbH to enter the UK market with its innovative product. In order to approach the problem correctly, a review of the existing theoretical literature was performed, based on which a thorough secondary and primary research was carried out. The findings include a detailed description of LEDON Lamp GmbH and the UK market, the characteristics of the main competitors, their products and other competing technologies, the possible distribution channels and it also includes a part dealing with the characte
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Červená, Pavla. "Marketing Strategy of KOH Coconut in the Czech Republic." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-264189.

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This thesis inquires marketing strategy of a new beverage brand in the Czech market. By reviewing a relevant literature and reports it helps to understand theoretical concept of creating a marketing plan and its steps. The core of the theoretical part is external and internal situational analysis of the market, customers and a marketing mix. This theory is later applied at the specific case of KOH Coconut brand and its potential launch in the Czech Republic. KOH Coconut is a Taiwanese coconut brand featuring coconut water beverages and other coconut products.
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Xu, Yingzi. "Overseas investment in China's publishing market : seeking a successfull entry and marketing strategy /." [St. Gallen] : [s.n.], 2008. http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=016430873&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA.

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Viljoen, Jean. "Marketing strategies for consumer electronics in China using trade fairs as entry point." Thesis, Stellenbosch : University of Stellenbosch, 2009. http://hdl.handle.net/10019.1/994.

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Thesis (MBA (Business Management))--University of Stellenbosch, 2009.<br>ENGLISH ABSTRACT: China are one the fastest growing major markets in the world. Since joining the World Trade Organisation in 2002 China is officially open for business to the rest of the world. China is both a very lucrative market and a dangerous market to enter for various reasons. Trade fairs are an age old tradition in China and are still a very effective and widely used medium of trade in China. To the new entrant to the market, the trade fair offers a very effective and relatively inexpensive way for promoting yo
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Wen, Yuanyuan, and Luping Zhang. "Market Feasibility Research in China And Strategy Design : The Case of THE BODY SHOP." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-11638.

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the purpose of this paper is to find the successful elements of THE BODY SHOP in Gavle, and using that experience to study the market entry into a third world country using the case study to assess whether it is worthwhile for THE BODY SHOPto enter the Chinese market, if it is worthwhile, and how to do it.
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Cosar, Alan. "Dehumidifiers : A Business Case Study." Thesis, KTH, Industriell ekonomi och organisation (Inst.), 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-91331.

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In business, acquisitioning is a tool that can be used to prosper growth. With all acquisitions comes a responsibility to fit the brand(s) into the existing organization. The purpose of this thesis has been to conduct a market research of the dehumidifier industry in Sweden and to develop a marketing plan for Telcho, a declining brand that recently was acquired by the Baffin Delker group. An explanatory case study was conducted and revealed that the Swedish market is attractive to enter. The entry should be focused on the construction segment and the products distributed foremost through renta
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Walsh, John. "The market entry decision and success : UK companies in the Republic of Korea and East Asia." Thesis, University of Oxford, 1997. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.286651.

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Ngan, Po-yuen Ricky, and 顔寶源. "Market entry and integration strategies for building products." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1993. http://hub.hku.hk/bib/B31265765.

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Al-Torkistani, Harbiballa M. "The marketing of GCC petrochemical firms with special reference to international market entry barriers." Thesis, Lancaster University, 1992. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.332426.

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Lotayif, Mansour Salman Mohamad Abdel-Maguid. "GATS impacts on entry modes and defensive marketing strategies in the Egyptian banking sector." Thesis, University of Plymouth, 2004. http://hdl.handle.net/10026.1/1660.

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This research examines the effects of GATS agreements, both on entry modes and defensive marketing strategies in the Egyptian banking sector. The research population is the Egyptian banking sector, employing a total of 83179, from which a representative sample (equal to 800 responses) was selected. As the research aims are diversified, this sample was divided into two main groups i.e. local banks and foreign branches, investigated using different questionnaires. The latter population includes all the foreign branches working in the Egyptian market; the former includes all banks working in Egyp
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Xin, Edward Wei. "Entry mode strategy of Australian high value-added manufacturing companies and the Chinese market." Thesis, Queensland University of Technology, 1994. https://eprints.qut.edu.au/35803/1/35803_Xin_1994.pdf.

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Recent interest in international marketing studies focuses on a 'frontier' issue - entry mode strategy. There are two major different views about market entry strategy - internationalization and contingency. Both of them have more than one theoretical model. The major difference between these two views is whether the company can choose an optimal entry mode. This research explores this important issue of entry mode choice by focusing on Australian high value-added manufacturing companies entering the Chinese market. This is a contemporary issue with great importance to Australia and China b
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E, Taji Nabil, and Samed Zaatra. "The influence of culture on the selection process of international market and entry mode." Thesis, Högskolan i Gävle, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-25830.

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Title: The influence of culture on the selection process of international market and entry mode. Level: Master Thesis in Business Management Authors: Samed Zaatra &amp; Nabil Al-Taji Supervisor: Professor Ehsanul Huda Chowdhry, Ph.D. Examiner: Professor Maria Fregidou-Malama, Ph.D. Date: June 2017 Aim: The study aims to investigate the influence of cultural similarities when business entities decide to expand their business and enter a new market and it also focuses on the selecting process of the entry modes in regard to the cultural similarity. Methodology: Qualitative case study conducting
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Basson, Paul M. "International market entry : a South African SME perspective." Thesis, Stellenbosch : Stellenbosch University, 2005. http://hdl.handle.net/10019.1/50375.

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Thesis (MBA)--Stellenbosch University, 2005.<br>ENGLISH ABSTRACT: Since many Small Medium Sized Enterprises (SMEs) have a lack of resources and knowledge of foreign markets, they tend to develop their activities in the domestic market ftrst. When the home market limits opportunities for expansion. pro-active SMEs naturally progress to international activities by exporting to foreign markets. This natural evolution culminates in decisions of how to enter foreign markets and which markets to enter. Selection of overseas markets and entry modes lies at the heart of any international strategy
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Brunius, Carl, and Isak Lind. "Lowering entry barriers in a digital era : A qualitative study about the Swedish fashion industry’s international expansion with Affiliate Marketing." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-12756.

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The internet and the rise of e-commerce have changed the foundation for how Swedish fashion companies operates. The shift has simplified for businesses to reach foreign customers who are vital for the fashion companies as the Swedish market is too small to nurture all existing companies. To expand abroad often requires plenty of resources to overcome structural entry barriers. One marketing tool that Swedish fashion companies have used to avoid high expenditures is Affiliate marketing, a cost-effective digital marketing instrument. Therefore, is the purpose of this study to broaden the discuss
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Killander, Elias, Anton Ehn, and Joshua Steinlechner. "Internationalization: A Look Into How Content Creation is Able to Create Brand Awareness When Entering New International Markets." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-98301.

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A large number of changes in the world of business has led to increased attention directed towards business-to-business (B2B) branding. Companies have gradually shifted their marketing efforts to the Internet and social media in order to create brand awareness when entering new international markets. Existing research and literature on how content creation can be used when entering a new market is, however, scarce. This thesis therefore identifies and describes how digital content creation has been, and can be, used when entering a new foreign market in order to create brand awareness. To achi
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Mazal, Tomáš. "Návrh marketingové strategie společnosti vstupující na český trh." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2016. http://www.nusl.cz/ntk/nusl-255774.

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Diplomová práce se zabývá návrhem marketingové strategie slovenské společnosti Shirt Up, s.r.o. pro vstup na český trh. Společnost je malým producentem triček s potiskem a v současné době má zastoupení výhradně na Slovensku. Cílem této práce je připravit možnou marketingovou strategii pro vstup na český trh, která bude vycházet z teoretických základů a analýzy současné situace.
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Gacic, Dragic. "The choice of international entry mode : an empirical investigation of Australian firms." Thesis, Queensland University of Technology, 1998. https://eprints.qut.edu.au/36334/1/36334_Gacic_1998.pdf.

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Over the last few years, considerable publicity has been generated about the need for increasing the international expansion of Australian firms. The existing literature about foreign activities of Australian firms is mainly descriptive in its scope and therefore a number of aspects have remained empirically unexplored. To shed light on this issue, this study empirically examines the international entry mode behaviour of Australian manufacturing firms. In particular, the research problem addressed in this paper is: RP: How do Australian firms make selection among entry mode alternatives
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Nair, Gordon S. "Market entry of Australian firms into South-East Asia : a study of Singapore, Malaysia and Indonesia markets." Thesis, Queensland University of Technology, 1998.

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40

Zhaoxian, Xu. "Chinese petroleum industry analysis and entry strategies." CSUSB ScholarWorks, 2001. https://scholarworks.lib.csusb.edu/etd-project/2260.

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This comprehensive project introduces the past and present of the Chinese petroleum industry, conducts industry analysis using Michael Porter's Five forces model, and discusses the changes made in recent years and the business oppurtunities for foreign companies. In order to effectively enter the chinese petroleum market, four commonly used entry strategies are introduced. Key issues, weaknesses and strengths, as well as implications of each entry strategy are discussed in detail.
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Tsaplin, Evgeny. "Market-Entry Strategies of Startup Owners." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/5951.

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Russia's startups fail at high rates. The purpose of this multiple case study was to understand the market-entry strategies used by accelerated startup managers to succeed in business longer than the first 3 years. The target population for this study was 3 startup owners who completed an acceleration program from the Internet Initiatives Development Fund and continued to operate businesses that generated revenue. The participants in the study were located in 3 different cities in Russia: Moscow, Saint Petersburg, and Tomsk. The conceptual framework for the study was Raheem and Akhuemonkhan's
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Knight, John Lawry Cole. "Analysis of the modes of entry into the central East Africa market for a multinational enterprise." Thesis, Port Elizabeth Technikon, 2001. http://hdl.handle.net/10948/38.

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The research problem addressed in this study is to determine the potential of selling and marketing consumer goods by Multinational Enterprises (MNE) within the African markets. The mode of entry, the timing of entry, the different modes of entry, selection of the entry mode, the political and economic risks, core competencies of the company and strategic alliance was researched. To achieve this, research was executed on the above areas of importance using relevant literature in which an understanding of the international markets and their options of modes of entry were highlighted. In this wa
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Pentina, Iryna Hasty Ronald W. "Performance implications of multi-channel strategic decisions by incumbent retailers the role of order of entry and degree of inter-channel coordination /." [Denton, Tex.] : University of North Texas, 2008. http://digital.library.unt.edu/permalink/meta-dc-6065.

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Nikitina, Oleksandra. "Marketing Strategy for Starbucks café in the Ukrainian market." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-199064.

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The goal of this thesis is to conduct a research and thorough analysis of the suggested new market for international company. In case of positive recommendation regarding market entry, marketing strategy and marketing mix are to be developed and proposed. The central idea behind the topic is to suggest efficient marketing strategy for Starbucks Corporation, global coffeehouses chain and coffee specialties seller, entry to the Ukrainian market. The recommendation is to be based on thorough analyses and researches of market environment and company's potential position. The thesis is divided into
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Cheng, Zhuo. "Essays in Internet channel entry and IT spillovers." Connect to this title online, 2005. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1117050451.

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Thesis (Ph. D.)--Ohio State University, 2005.<br>Title from first page of PDF file. Document formatted into pages; contains x, 135 p.; also includes graphics. Includes bibliographical references (p. 131-135). Available online via OhioLINK's ETD Center
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Lavialle, Ludivine. "Entry strategies on an emerging market: Brazil: case studies of French cosmetics companies in Brazil." reponame:Repositório Institucional do FGV, 2011. http://hdl.handle.net/10438/8560.

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Submitted by Ludivine Lavialle (ludivine.lavialle@gmail.com) on 2011-08-31T03:18:02Z No. of bitstreams: 1 Tesis final Ludivine Lavialle.pdf: 2204423 bytes, checksum: 7041f4c8626832745d2179bc6f17fcec (MD5)<br>Approved for entry into archive by Gisele Isaura Hannickel (gisele.hannickel@fgv.br) on 2011-08-31T13:22:40Z (GMT) No. of bitstreams: 1 Tesis final Ludivine Lavialle.pdf: 2204423 bytes, checksum: 7041f4c8626832745d2179bc6f17fcec (MD5)<br>Approved for entry into archive by Gisele Isaura Hannickel (gisele.hannickel@fgv.br) on 2011-08-31T13:22:51Z (GMT) No. of bitstreams: 1 Tesis final Lu
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Liu, Da. "Analyzing and comparing strategies of Gallo and Delta : between offline and online B2C entry and marketing in China." Master's thesis, Instituto Superior de Economia e Gestão, 2020. http://hdl.handle.net/10400.5/19864.

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Mestrado em Gestão/MBA<br>Empresas e marcas portuguesas como o Gallo e o Delta entram nos mercados chineses há cerca de uma década. Este estudo analisa historicamente as estratégias de entrada e marketing dessas duas marcas na China, já que Gallo e Delta enfrentaram desafios tanto como marcas estrangeiras quanto como uma dieta culturalmente diferente na China. A tese adotou estruturas analíticas para discutir as operações das duas empresas na China como marcas estrangeiras. Como conclusão e análise mais aprofundada, este estudo compara as estratégias offline e online (principalmente Taobao do
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Elfström, Oskar, and Hans Tam. ""All eCommerce actors will be slaves under Amazon..." : - A study on how Amazon has affected Swedish eCommerce and their defensive marketing strategies." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-446659.

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Increased competition by new market entries has long been studied with defensive marketing strategies (DMS) being identified as one of the ways of combating a new competitor. There is limited research concerning the Swedish eCommerce business landscape and its competitive environment and adding the fact that Amazon, in late 2020, launched in Sweden this study aims to outline what DMS Swedish eCommerce businesses have implemented as a result of Amazon’s entry. Qualitative semi-structured interviews were held with respondents in key positions of firms, where the individual either was working wit
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Pentina, Iryna. "Performance Implications of Multi-Channel Strategic Decisions by Incumbent Retailers: The Role of Order of Entry and Degree of Inter-Channel Coordination." Thesis, University of North Texas, 2008. https://digital.library.unt.edu/ark:/67531/metadc6065/.

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The rapidly intensifying adoption of the Internet channel for marketing and sales by incumbent bricks-and-mortar retailers underscores the importance of assessing the impact of the online channel strategies on firm performance in the dynamic competitive environment. At the time when store-based retailers increasingly dominate online sales the questions of when and how an incumbent retailer should adopt an online channel to achieve and sustain a competitive advantage are of utmost interest for both marketing scholars and practitioners. This dissertation investigates the role of two strategic d
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Lu, Yunli, and Zhisheng Zhou. "A Critical review of SME internationalization : through two Swedish/Chinese SMEs." Thesis, University of Gävle, Department of Business Administration and Economics, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-4964.

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<p><strong>Background</strong></p><p>The internationalization of SMEs can be expected to gain further momentum because the world economy is becoming increasingly integrated with continued declines in government-imposed barriers and continued advances in technology</p><p> </p><p><strong>Purpose</strong></p><p>The purpose of this paper is to design a theoretical framework for the internationalization of Small and Medium Enterprises, research, analyst and discuss.</p><p> </p><p><strong>Theoretical Framework </strong></p><p>We have created a model of the internationalization of SMEs which includes
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