Our findings in case one showed that the companys

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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. Motive 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 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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