Is Curry something for sweeds? : A study about firms from emerging markets operating in advanced countries and the challenges they experience

Abstract: The purpose of this thesis is to explore how emerging market firms enter more advanced markets. The aim is to identify the main challenges that the firms experience and discover how the companies operate to manage these challenges. In order to reach our purpose the thesis has implied a qualitative method as well as a multiple-case study and the empirical data of the thesis have conducted semi- structured interviews.   The literature review is divided into two main parts, whereas the first part is Entry modes which include the following theories: Choice of Entry mode, Barriers to internationalization, the Uppsala Internationalization Model and the Network Model. The second part is cultural differences and consists of the following theories: Levels of culture, Hofstede’s cultural dimensions and Trompenaars cross cultural studies.   In the analysis we have connected our empirical findings with the theories mentioned above. The analysis consists of a discussion between the literature review and the empirical data in order to research their consistent and to find a common pattern. The conclusion reveals that emerging market firms enter more advanced market differently depending on factors such as the purpose with the entry and previous contacts in the advanced market. The main challenges are connected to the cultural aspects, which are managed differently by the companies.