How to Succeed in Export : A comparative Study of Export & Marketing Strategies Among the Winners of the Export-Hermes/ Stora Exportpriset
BackgroundInternational trade has dramatically increased during the last half of the 20th century and it is now of significant importance to most eco-nomies. International trade is especially crucial to countries such as Sweden, with a small domestic market. It has been said that a com-pany needs to have a committed management, as well as a strategy for it’s export and it’s marketing to reach long-term success. Never-theless, companies sometimes use a “strategy of least involvement”, leaving the international marketing strategy decisions in the hands of foreign agents and distributors.PurposeThe purpose with this thesis is to investigate how the export and marketing strategies have been developed and implemented by suc-cessful Swedish export companies.MethodWinners of the Export-Hermes Prize and Stora Exportpriset have been used as a sample of successful export companies. Qualitative semi-structured interviews with four of them were conducted to col-lect the empirical data.ConclusionThe export companies in this study showed great differences con-cerning their original export ambitions, the methods they used to se-lect foreign markets, the modes that they used to enter new markets and the pace in which the international expansions were carried out. There were however strong similarities between the successful ex-port companies in other areas. All four companies had owners and top management who had been, and in most cases still were, highly involved and driving forces in the export activities. The companies also shared a belief in working with clear goals and having a strict control over subsidiaries and intermediaries. The authors are of the opinion that this control and monitoring are crucial for the success of the implementation of the export and marketing strategies.
School:Högskolan i Jönköping
Source Type:Master's Thesis
Keywords:export strategy marketing hermes stora exportpriset internationalization subsidiaries intermediaries
Date of Publication:05/24/2006