CLSBE - Dissertações de Mestrado / Master Dissertations
Permanent URI for this collection
Browse
Browsing CLSBE - Dissertações de Mestrado / Master Dissertations by Subject "10 step process"
Now showing 1 - 1 of 1
Results Per Page
Sort Options
- How to successfully enter foreign retail markets and effectively create value?Publication . Duarte, João Diogo Alves Pereira; Leglise, LaureThe goal of this thesis is to fill in the gap in the literature concerning the guaranteeing of a successful internationalization of firms in the retail market, more specifically, by building a step by step process that incorporates several activities and elements that must be performed in the correct fashion and incorporate the diversification of the value proposition. To answer the research question a qualitative analysis was made, or more specifically, a comparative case study analysis by looking at the internationalization of Jerónimo Martins to Poland and to Colombia. Primary data was extracted from interviews with employees from several functions and positions in the company while secondary data consists in internal and external documentation. The findings show that if a retail company uses the 10 step process detailed in this thesis (evaluate export capacity, evaluate FDI capacity, reconfigure domestic operations, evaluate target market, build entry mode, find partners, adapt to standards and legislation, find support services, introduce value proposition, build physical presence) and engages in value proposition diversification to match the target market, while keeping its core strengths, successful internationalization to any retail market can occur.