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Unformatted text preview: rnational market entry. The closest to a strategy is according to the respondent
maximization of sales. This finding contradicts Bruhno and Schilt’s (2001) theory, since a
non-existing strategy cannot affect the company’s choice of market entry mode. Our findings
in case two however, verifies Bruhno and Schilt’s (2001) theory as their outspoken strategy is
to become as locally oriented as possible without loosing control and decision power from the
headquarters in Sweden.
According to Bruhno and Schilt (2001) the number of, as well as, the nature of the customer
relationships affects the choice of international market entry mode. Our findings in case one
revealed that both companies is case one and two, did not consider their customer
relationships as a influencing factor when choosing a entry mode, and thereby our findings
contradict the theory stated by Bruhno and Schilt (2001). 38 DATA ANALYSIS
Bruhno and Schilt (2001) state that the company’s existing or lack of existing contacts and
relationships can infl...
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This document was uploaded on 03/22/2014.
- Summer '14
- The Land