Enhancing Swedish Large MNEs’ Strategies in Chinese Market : By Analyzing the Perspectives of Consumers in Sweden and China

Abstract: Title: Enhancing Swedish Large MNEs’ Strategies in Chinese Market -By Analyzing the Perspectives of Consumers in Sweden and China Authors: Cheng Han and Xiaojing Gu Supervisor: Svante Andersson Level: Master Dissertation in International Marketing, 15 credits Keywords: Consumer behavior, Multinational enterprise, Marketing strategy, Swedish and Chinese market Background: With the trend of globalization, multinational enterprises noticed the potential market in China. Base on previous research, researchers indicated consumer behaviors have a sort of relationship and influence on MNEs’ strategies. Purpose: Investigate the distinctions between Swedish and Chinese consumer behaviors, due to the distinction, explore the way to enhance MNEs’ strategies in Chinese market. Research Questions: Q1: What are the differences between Chinese consumers and Swedish consumers evaluating same enterprises? Q2: How Swedish large MNEs develop their strategies for adapting the distinctions of Chinese consumers? Theoretical Framework: The theoretical framework includes theories regarding what factors of consumer behaviors are considered as influencing on enterprises’ strategies and the theories of general enterprise strategies. Methodology: This dissertation is a quantitative study accompany with case study. Empirical Framework: The empirical framework presents case descriptions and statistics. Analysis: The five hypotheses are analyzed and critical examined. Conclusion: Since consumers from different countries have different consumer behaviors, enterprises need to alter their strategies by adapting the distinctions of consumers.