International Marketing Strategy in Family Businesses 2006 (Engelska)Självständigt arbete på avancerad nivå (magisterexamen)Studentuppsats (Examensarbete)

Abstract [en]

This master disseratation examines medium-sized family businesses and their international marketing strategy. A quantitative survey-based study was conducted in Sweden and Canada with the purpose to understand what the international marketing strategy of family firms looks like. This study has used family business characteristics background to develop and build hypotheses regarding the international marketing strategy of medium-sized family firms. According to four predefined subcategories, the motivation of doing international business, the foreign market selection, the general strategic orentation, the the international marketing mix are analyzed to draw the findings of the empirical data. The result show that family firms look upon international marketing activites favorably. Traditionalism as expected of family businesses is not prevailing. Medium-sized family firms in our sample showed proactive internationalization motives and used regionalized international marketing strategies. Family businesses showed additionally being aware and attempting to exploit oppertunities offered on foreign markets.

Ort, förlag, år, upplaga, sidor

2006.

Nyckelord [en]

International Marketing Strategy, Family Business, Cross-Country Study, Motivation, Foreign Market Selection, General Management Orientation, International Marketing Mix

Identifikatorer

URN: urn:nbn:se:hh:diva-13565Lokalt ID: U12712OAI: oai:DiVA.org:hh-13565DiVA, id: diva2:368755

Uppsök

samhälle/juridik

Anmärkning

Denna uppsats kan beställas från arkivet / This paper can be ordered from the archive. Kontakta / Contact: arkivet@hh.seTillgänglig från: 2010-11-09 Skapad: 2010-11-09Bibliografiskt granskad

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Sektionen för ekonomi och teknik (SET)

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