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Authors
Advisor(s)
Abstract(s)
Moving into a new and foreign market can be challenging, especially when such market
has a different culture and working environment in comparison to the home market.
Thus, it is of utter importance to adjust a company’s strategy to the new market
conditions. Currently, there are no concrete guidelines of what aspects are most
important when moving from a developing market such as Brazil into a more
sophisticated market like Europe, or vice versa. The present study will examine two
companies from the same industry, but with different cultural backgrounds and its
strategic similarities and differences for operating in multiple international markets. The
data was collected via semi-structured interviews with the Chief Executive Officers
(CEOs’) from both companies, using an interview guideline that is based on three
different theoretical frameworks. The aim is to give recommendations to these two
industries of how to efficiently use existing theoretical frameworks and which aspects
are most significant when moving into a new market while keeping in mind a
company’s size and background.
Description
Keywords
Brazil Europe Market entry strategy Similarities brazilian and european market Differences brazilian and european market