Unformatted text preview: e authors present internal
and external factors that influence a company’s choice of marketing channel. The internal
factors are: motive, goals, strategy, product, management, resources, customer relationships
and networks. As stated in our conceptual framework we will investigate all of them except
for product, management and resources.
Motives for entering a new international market can according to Bruhno and Schilt (2001) be
small domestic market and/or strong competitive products. Our findings in both case one and
case two showed that the motive for internationalization and entering a new international
market was that the domestic market was relatively small and matured. These findings
support Bruhno and Schilt’s (2001) theory.
Goals can according to Bruhno and Schilt (2001) be long and/or short-term and influences the
choice of international market entry mode. Our findings in case one showed that the
company’s short and long-term goals with their internationalization are to maximize sales
especially in the Former Soviet Union sta...
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