1 in chapter 2 as stated in our conceptual framework

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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 entry mode. TABLE 5.1 Inter...
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