International Market Expansion Strategy for High-Tech B2B Platform Companies
(2026) MIOM05 20252Department of Industrial and Mechanical Sciences
Production Management
- Abstract
- Sweden has established itself as one of the world’s most dynamic environments for digital innovation, producing globally successful B2C platform companies despite its small domestic market. Building on strong social infrastructure, high digital maturity, and adaptive legal and economic systems, the country has fostered firms such as Spotify, Klarna, Skype, and Mojang Studios, demonstrating how Swedish B2C platforms have successfully internationalized through scalable business models and network effects. However, while B2C platforms have dominated the global arena, a new generation of high-tech, platform-based Swedish companies operating in B2B industries faces more complex internationalization challenges, characterized by longer sales... (More)
- Sweden has established itself as one of the world’s most dynamic environments for digital innovation, producing globally successful B2C platform companies despite its small domestic market. Building on strong social infrastructure, high digital maturity, and adaptive legal and economic systems, the country has fostered firms such as Spotify, Klarna, Skype, and Mojang Studios, demonstrating how Swedish B2C platforms have successfully internationalized through scalable business models and network effects. However, while B2C platforms have dominated the global arena, a new generation of high-tech, platform-based Swedish companies operating in B2B industries faces more complex internationalization challenges, characterized by longer sales cycles, ecosystem dependencies, and industry-specific regulations.
The purpose of this thesis is to identify and propose a global market expansion for high-tech, platform-based Swedish companies operating in the B2B industry. Using an abductive research approach, the study develops a structured understanding of how such a company creates value within its domestic ecosystem and how this understanding can guide international expansion. A qualitative case study of a Swedish software platform, developed by the Case Company and operating within the Swedish precast concrete industry, forms the empirical foundation of the research.
Additionally, the study has been iterative and involved the identified stakeholders. By utilizing various established frameworks in one, a comprehensive framework for identifying and evaluating potential foreign markets has been developed.
The findings demonstrate that successful international expansion for B2B platform companies requires alignment between product offering, ecosystem compatibility and relational structures. By integrating empirical insights with theoretical perspectives, the thesis develops a structured framework for market selection and applies it to propose strategically suitable expansion markets. The study contributes both practical guidance for high-tech Swedish B2B platform firms seeking global growth and theoretical insights into internationalization within ecosystem-dependent industries. (Less) - Popular Abstract
- Sweden has produced globally successful B2C platform companies such as Spotify and Klarna thanks to strong digital infrastructure and scalable platform models. However, high-tech Swedish B2B platforms face more complex internationalization challenges due to longer sales cycles, ecosystem dependencies, and industry regulations. This thesis aims to develop a global market expansion strategy for such companies. Using an abductive approach, it conducts a qualitative case study of the case company’s platform within the Swedish precast industry. By combining theoretical frameworks and empirical insights, the study develops a structured framework for evaluating foreign markets. The findings show that successful expansion requires alignment... (More)
- Sweden has produced globally successful B2C platform companies such as Spotify and Klarna thanks to strong digital infrastructure and scalable platform models. However, high-tech Swedish B2B platforms face more complex internationalization challenges due to longer sales cycles, ecosystem dependencies, and industry regulations. This thesis aims to develop a global market expansion strategy for such companies. Using an abductive approach, it conducts a qualitative case study of the case company’s platform within the Swedish precast industry. By combining theoretical frameworks and empirical insights, the study develops a structured framework for evaluating foreign markets. The findings show that successful expansion requires alignment between product value, ecosystem compatibility, and relational networks. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/student-papers/record/9228698
- author
- Trane Lindberg, Victor LU and Rosén, Hampus LU
- supervisor
- organization
- course
- MIOM05 20252
- year
- 2026
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- Internationalization, B2B Platforms, Market Expansion Strategy, Business Ecosystems, High-Tech Companies, Digital Platforms, Swedish Innovation Ecosystem, Platform-Based Business Models, Industrial Market Segmentation, Precast Concrete Industry
- other publication id
- 26/5332
- language
- English
- id
- 9228698
- date added to LUP
- 2026-05-29 16:38:14
- date last changed
- 2026-05-29 16:38:14
@misc{9228698,
abstract = {{Sweden has established itself as one of the world’s most dynamic environments for digital innovation, producing globally successful B2C platform companies despite its small domestic market. Building on strong social infrastructure, high digital maturity, and adaptive legal and economic systems, the country has fostered firms such as Spotify, Klarna, Skype, and Mojang Studios, demonstrating how Swedish B2C platforms have successfully internationalized through scalable business models and network effects. However, while B2C platforms have dominated the global arena, a new generation of high-tech, platform-based Swedish companies operating in B2B industries faces more complex internationalization challenges, characterized by longer sales cycles, ecosystem dependencies, and industry-specific regulations.
The purpose of this thesis is to identify and propose a global market expansion for high-tech, platform-based Swedish companies operating in the B2B industry. Using an abductive research approach, the study develops a structured understanding of how such a company creates value within its domestic ecosystem and how this understanding can guide international expansion. A qualitative case study of a Swedish software platform, developed by the Case Company and operating within the Swedish precast concrete industry, forms the empirical foundation of the research.
Additionally, the study has been iterative and involved the identified stakeholders. By utilizing various established frameworks in one, a comprehensive framework for identifying and evaluating potential foreign markets has been developed.
The findings demonstrate that successful international expansion for B2B platform companies requires alignment between product offering, ecosystem compatibility and relational structures. By integrating empirical insights with theoretical perspectives, the thesis develops a structured framework for market selection and applies it to propose strategically suitable expansion markets. The study contributes both practical guidance for high-tech Swedish B2B platform firms seeking global growth and theoretical insights into internationalization within ecosystem-dependent industries.}},
author = {{Trane Lindberg, Victor and Rosén, Hampus}},
language = {{eng}},
note = {{Student Paper}},
title = {{International Market Expansion Strategy for High-Tech B2B Platform Companies}},
year = {{2026}},
}