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Unformatted text preview: uence the choice of international market entry mode. Our findings in
case one shows the importance of networking when choosing a way of entering a new
international market, as it is a great part of the company’s way of conducting business through
attendance at trade-shows and their cooperation with industry-specific consultancy firms.
These business activities induce cooperation with local partners rather than opening
subsidiaries in a specific market, thereby supporting the theory stated by Bruhno and Schilt
(2001). Furthermore, our findings in case two also verifies the theory stated by Bruhno and
Schilt (2001), since the company has an ambition to become as locally oriented as possible,
which only is possible through successful networking according to the respondent. 5.1.5 Theory by Root (1994)
Root (1994) has also summarized the influence of internal factors on the choice of entry mode
as shown in Table 2.1 in chapter 2. As stated in our conceptual framework we will use this
theory to show the connection between the internal factors and the actual choice of market
TABLE 5.1 Inter...
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- Summer '14
- The Land