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Customer Value Creation: How do external factors influence SME's customer value creation in a new foreign market? A case study of Axelent A.B.
Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET).
Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET).
2014 (engelsk)Independent thesis Advanced level (degree of Master (One Year)), 10 poäng / 15 hpOppgave
Abstract [en]

When companies go international some factors present in the host country act like forces that might drive the company to standardize or adapt its strategies. The choices between to standardize or to adapt to local needs are of a great importance, since it can have significant impact in the company’s performance in the foreign market. In this paper these forces are characterized in country specific and industry specific factors. The aim of this study is to investigate the influence of external factors in the customers’ value creation in a new foreign market, under standardization and adaptation strategies. In order to fulfill the purpose of the paper, a qualitative research was conducted using a single case study of a Swedish SME, focusing on a single product, namely machine guarding, in connection with one foreign market, Brazil. The study shows that the factors that were most influenced in the customers’ value creation were social/cultural aspects and competition, which tend to lead the company to adapt in order to fulfill local needs and to react to the competitiveness. It was also presented that economic factors and market size did not represent any influences in the standardization or adaptation strategies of the company studied. However, other external factors, as technological, political/legal and industry structure, have shown impact to some degree, whether in adaptation or standardization strategies.

sted, utgiver, år, opplag, sider
2014. , s. 59
Emneord [en]
adaptation, country factors, customer value creation, external factors, industry factors, standardization
HSV kategori
Identifikatorer
URN: urn:nbn:se:hh:diva-25597OAI: oai:DiVA.org:hh-25597DiVA, id: diva2:725041
Presentation
2014-05-28, T204, Halmstad University PO Box 823 SE - 301 18, Halmstad, 13:15 (engelsk)
Veileder
Examiner
Tilgjengelig fra: 2014-06-25 Laget: 2014-06-12 Sist oppdatert: 2014-06-25bibliografisk kontrollert

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Andrade and Prada _ Thesis Customer Value Creation(911 kB)1537 nedlastinger
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