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Unformatted text preview: iders themselves as market leaders
with two large international firms as their main competitors. The company has extensive
experience which in combination with the company’s positive view of the future, according to
Koch’s (2001) theory should make them less risk averse, which is not the case thus the theory
35 DATA ANALYSIS
is contradicted. Additionally the respondent in case two argues that they are also risk averse
despite their positive result and adds to the contradiction of the theory. The company in case
two also has a great amount of experience in their industry and considers themselves among
the best in the industry. They consider their main competitors being two French companies
and predict their future development to be positive. Their competitive environment should
according to the theory make them less risk averse than our findings constitute.
Market share targets
According to Koch (2001) the Market share targets depend on what way of market entry
mode is selected and depends on if the company strives for sa...
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- Summer '14
- The Land