Market entry strategy : Four case studies of Swedish IT-businesses entering in Norway

Abstract: The trade today consist of global trade. Businesses are exercising cross-border activities and businesses tend to establish themselves in foreign markets. Many choices and factors affect a business choice of country to enter, and its choice of form of establishment in the new market. Therefore the thesis will examine the market entry strategy of the four Swedish businesses Lundalogik AB, Infobric AB, Funded-by-me AB, and PayEx AB in the information technology (IT) industry that have established their businesses in Norway. The authors believe that Norway is an interesting country to study as it is one of Sweden's most important ex-port markets and the IT-sector stands for approximately 13% of all Swedish exports towards the whole world. The purpose with the thesis is to explore and understand the market entry strategy used by the above mentioned four Swedish IT-businesses when entering the Norwegian market. With help of the purpose of the thesis the authors intend to answer what the underlying reasons for the four businesses were when entering the Norwegian market and its choice of form of establishment. As this is an explorative study the research method applied is an inductive approach with influences from the grounded theory. An inductive approach is when observations help to formulate a theory whereas the grounded theory is when a theory is discovered from social research. The reason why an inductive approach is better suited for the thesis is due to the flexibility in deciding which theory to choose after analyzing the primary data. After analyzing the four case studies it can be concluded that no pure internationalization strategy exists among the companies, instead a variety of customer follower and market seeker strategies are common. Moreover, the choice of form of establishment has many factors. Credibility, market knowledge, design of business and existing business relationships were the four most common factors identified by the authors affecting the case studies‟ choice of form of establishment.