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Att göra en snygg entré - en fallstudie av Starbucks inträde på nationella marknader

Birgersson, Hanna; Scherman Johansson, Samuel and Lidberg, Julia LU (2012) FEKH95 20121
Department of Business Administration
Abstract (Swedish)
Purpose: To investigate whether our case company's entry mode decisions can be understood and explained by existing literature on choice of entry modes and national barriers to entry.
Methodogy:A case study has been chosen as the main research design; we investigate our case firm thoroughly. At the same time we study the national markets Starbucks has entered with focus on the national barriers to entry that, according to the literature, affect the choice of serveral indicators, which, with numbers, will describe the differences between values of the barriers to entry and Starbucks' choice of entry mode.
Theoretical perspectives: Existing literature on entry modes and soft services has focus on the three common choices of entry modes... (More)
Purpose: To investigate whether our case company's entry mode decisions can be understood and explained by existing literature on choice of entry modes and national barriers to entry.
Methodogy:A case study has been chosen as the main research design; we investigate our case firm thoroughly. At the same time we study the national markets Starbucks has entered with focus on the national barriers to entry that, according to the literature, affect the choice of serveral indicators, which, with numbers, will describe the differences between values of the barriers to entry and Starbucks' choice of entry mode.
Theoretical perspectives: Existing literature on entry modes and soft services has focus on the three common choices of entry modes among soft servcie firms. To explain companies' different choices of these depending on national markets the literature is focused on explaining national barriers to entry. Moreover, the international organisation of the company will affect their entry mode choice to together with the national barriers to entry.
Empirical foundation: Starbucks, the case company, is a multinational soft service firm with coffee production around the globe and coffee serving at their coffee shops. Starbucks is of interest to study since they have entered so many markets och with varying choices of entry modes, they today have serveral different wholly owned subsidiaries, joint ventures and licensees in different countries.
Conclusions: We found that Starbucks to a large extent chooses to enter new national markets with licensing or joint ventures rather than with wholly owned subsidiary, which often is the suggested entry mode according to literature. (Less)
Please use this url to cite or link to this publication:
author
Birgersson, Hanna; Scherman Johansson, Samuel and Lidberg, Julia LU
supervisor
organization
course
FEKH95 20121
year
type
M2 - Bachelor Degree
subject
keywords
National barriers to entry, Entry modes, Licensing, Joint venture, Wholly owned subsidiary, Soft services, Starbucks
language
Swedish
id
2797892
date added to LUP
2012-06-19 11:03:19
date last changed
2012-06-19 11:03:19
@misc{2797892,
  abstract     = {Purpose: To investigate whether our case company's entry mode decisions can be understood and explained by existing literature on choice of entry modes and national barriers to entry.
Methodogy:A case study has been chosen as the main research design; we investigate our case firm thoroughly. At the same time we study the national markets Starbucks has entered with focus on the national barriers to entry that, according to the literature, affect the choice of serveral indicators, which, with numbers, will describe the differences between values of the barriers to entry and Starbucks' choice of entry mode.
Theoretical perspectives: Existing literature on entry modes and soft services has focus on the three common choices of entry modes among soft servcie firms. To explain companies' different choices of these depending on national markets the literature is focused on explaining national barriers to entry. Moreover, the international organisation of the company will affect their entry mode choice to together with the national barriers to entry.
Empirical foundation: Starbucks, the case company, is a multinational soft service firm with coffee production around the globe and coffee serving at their coffee shops. Starbucks is of interest to study since they have entered so many markets och with varying choices of entry modes, they today have serveral different wholly owned subsidiaries, joint ventures and licensees in different countries.
Conclusions: We found that Starbucks to a large extent chooses to enter new national markets with licensing or joint ventures rather than with wholly owned subsidiary, which often is the suggested entry mode according to literature.},
  author       = {Birgersson, Hanna and Scherman Johansson, Samuel and Lidberg, Julia},
  keyword      = {National barriers to entry,Entry modes,Licensing,Joint venture,Wholly owned subsidiary,Soft services,Starbucks},
  language     = {swe},
  note         = {Student Paper},
  title        = {Att göra en snygg entré - en fallstudie av Starbucks inträde på nationella marknader},
  year         = {2012},
}