Unformatted text preview: are also
no home specific factors of relevance when it comes to choosing entry mode into new
international markets. 34 DATA ANALYSIS 5. DATA ANALYSIS
In this chapter the analysis of the empirical data received during the case studies will be
presented. To begin with, a case analysis will be presented for the two cases comparing the
empirical data in chapter four with the conceptual framework in chapter two. Finally a
summary will be presented for each research question in form of a table for clarity reasons.
This data analysis will be displayed in line with the research questions. 5.1 CASE ANALYSIS RESEARCH QUESTION 1
5.1.1 Theory by Koch (2001)
Koch (2001) introduced a holistic model of the market and Market Entry Mode Selection
process (MEMs). The author brings forward seven internal factors that influence the market
entry mode selection. These are: company size/resources, management locus of control,
management risk attitudes, market share targets, calculation methods applied, profit targets
and experience in using individual MEMs. As stated in our conceptual framework we have
chosen to focus on company siz...
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