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International Marketing Strategy in Family Businesses
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
2006 (English)Independent thesis Advanced level (degree of Master (One Year))Student thesis
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.
Place, publisher, year, edition, pages
2006.
Keyword [en]
International Marketing Strategy, Family Business, Cross-Country Study, Motivation, Foreign Market Selection, General Management Orientation, International Marketing Mix
Identifiers
URN: urn:nbn:se:hh:diva-13565Local ID: U12712OAI: oai:DiVA.org:hh-13565DiVA: diva2:368755
Uppsok
Social and Behavioural Science, Law
Note
Denna uppsats kan beställas från arkivet / This paper can be ordered from the archive. Kontakta / Contact: arkivet@hh.seAvailable from: 2010-11-09 Created: 2010-11-09Bibliographically approved

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