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Unformatted text preview: ns from the Swedish government regarding trade, and there
are no home specific factors of relevance when it comes to choosing entry mode into new
international markets. 31 EMPIRICAL DATA 4.2 CASE 2 – PURAC
The respondent is Peter Thulin who is the marketing director of Purac. Purac was founded in
1956 as a subsidiary to TetraPac. The company group’s annual turnover is approximately 600
million SEK and with roughly 20 million SEK in annual profit. The company employs around
185 people, and the core business is contracting for treatment of waist water, process water
and drinking water, as well as treatment of biological waste and their products are
The entry modes used by Purac are mainly direct export, cooperation with other companies
and subsidiaries in a few countries. Purac’s international sales amounts to approximately 5070 percent of their total annual turnover and the company have been international since the
mid seventies. The internationalization process started because of a maturing Swedish market
and thereby forced Swedish companies in the industry to...
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This document was uploaded on 03/22/2014.
- Summer '14
- The Land