One Size Fits All? A review of how multinational companies adapt their business model to enter emerging markets in Asia successfully
(2025) BUSN09 20251Department of Business Administration
- Abstract
- Title: One Size Fits All?
Seminar date: 5 June 2025
Course: BUSN09 - Degree Project in International Strategic Management
Authors: Fredrik Persson & Marcus Dagsberg
Supervisor: Matts Kärreman
Key words: Emerging Markets, Business Model, Adaptation, Market Entry, Multinational Companies (MNC)
Research question: How do MNCs adapt their business model to enter emerging markets in Asia successfully?
Purpose: To provide a comprehensive understanding of how MNCs adapt their business model to better suit the context of emerging markets in Asia.
Methodology: A multiple case study consisting of two MNCs as cases, with insights from a Chamber of Commerce to complement the empirical material. The data collection consisted of... (More) - Title: One Size Fits All?
Seminar date: 5 June 2025
Course: BUSN09 - Degree Project in International Strategic Management
Authors: Fredrik Persson & Marcus Dagsberg
Supervisor: Matts Kärreman
Key words: Emerging Markets, Business Model, Adaptation, Market Entry, Multinational Companies (MNC)
Research question: How do MNCs adapt their business model to enter emerging markets in Asia successfully?
Purpose: To provide a comprehensive understanding of how MNCs adapt their business model to better suit the context of emerging markets in Asia.
Methodology: A multiple case study consisting of two MNCs as cases, with insights from a Chamber of Commerce to complement the empirical material. The data collection consisted of semi-structured interviews conducted with representatives from the organizations. Furthermore, the thesis uses a qualitative method consisting of an idiographic approach with deductive reasoning and an abductive process.
Theoretical perspective: Established theories in strategic management have been utilized to form the theoretical foundation, including the transnational model, strategies for emerging markets, and the Uppsala model of internationalization. These frameworks collectively shaped a preliminary framework, including the theoretical proposition for the research question.
Empirical Findings: The empirical findings revealed that successful market entry into Asian emerging markets requires a selective adaptation approach in regards to the business model. Moreover, the cases highlighted different elements that were subject to change, showcasing the cases' different approaches to market entry. Finally, it was revealed that only one out of the two cases considered their entry to be successful.
Conclusion: MNCs are required to understand the local market and regulations and adapt certain business model elements, such as key partners and key activities accordingly. Furthermore, MNCs must preserve core elements such as brand identity and value proposition to increase trust and legitimacy. Lastly, MNCs must become resilient to the rapid regulatory and market changes. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9207684
- author
- Dagsberg, Marcus LU and Persson, Fredrik LU
- supervisor
- organization
- course
- BUSN09 20251
- year
- 2025
- type
- H1 - Master's Degree (One Year)
- subject
- language
- English
- id
- 9207684
- date added to LUP
- 2025-07-02 09:22:41
- date last changed
- 2025-07-02 09:22:41
@misc{9207684,
abstract = {{Title: One Size Fits All?
Seminar date: 5 June 2025
Course: BUSN09 - Degree Project in International Strategic Management
Authors: Fredrik Persson & Marcus Dagsberg
Supervisor: Matts Kärreman
Key words: Emerging Markets, Business Model, Adaptation, Market Entry, Multinational Companies (MNC)
Research question: How do MNCs adapt their business model to enter emerging markets in Asia successfully?
Purpose: To provide a comprehensive understanding of how MNCs adapt their business model to better suit the context of emerging markets in Asia.
Methodology: A multiple case study consisting of two MNCs as cases, with insights from a Chamber of Commerce to complement the empirical material. The data collection consisted of semi-structured interviews conducted with representatives from the organizations. Furthermore, the thesis uses a qualitative method consisting of an idiographic approach with deductive reasoning and an abductive process.
Theoretical perspective: Established theories in strategic management have been utilized to form the theoretical foundation, including the transnational model, strategies for emerging markets, and the Uppsala model of internationalization. These frameworks collectively shaped a preliminary framework, including the theoretical proposition for the research question.
Empirical Findings: The empirical findings revealed that successful market entry into Asian emerging markets requires a selective adaptation approach in regards to the business model. Moreover, the cases highlighted different elements that were subject to change, showcasing the cases' different approaches to market entry. Finally, it was revealed that only one out of the two cases considered their entry to be successful.
Conclusion: MNCs are required to understand the local market and regulations and adapt certain business model elements, such as key partners and key activities accordingly. Furthermore, MNCs must preserve core elements such as brand identity and value proposition to increase trust and legitimacy. Lastly, MNCs must become resilient to the rapid regulatory and market changes.}},
author = {{Dagsberg, Marcus and Persson, Fredrik}},
language = {{eng}},
note = {{Student Paper}},
title = {{One Size Fits All? A review of how multinational companies adapt their business model to enter emerging markets in Asia successfully}},
year = {{2025}},
}