Unformatted text preview: tes and South-America. As the respondent
mentioned long-term goals as one of the critical factors for the company’s choice of
international market entry mode, the theory stated by Bruhno and Schilt (2001) is verified.
Furthermore, case two revealed that the company’s short-term goal is to continuing winning
projects and create a large customer base, enabling the establishment of subsidiaries in new
emerging markets such as People’s Republic of China and India. The company’s long-term
goal is to increase their sales of biogas in the United States. Thereby further verifying Bruhno
and Schilt’s (2001) theory, as long-term goals were considered very important to be able to
successfully establish local subsidiaries.
According to Bruhno and Schilt (2001) strategic goals for entering international markets and
the development of these strategies, can affect the choice of market entry mode. Our findings
in case one revealed that the company does not have any clearly stated strategy regarding
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