Alternatives of internet-based internationalization in fashion retail
1University of Oulu, Oulu Business School, Department of Management and International Business, International Business
|Online Access:||PDF Full Text (PDF, 0.9 MB)|
|Persistent link:|| http://urn.fi/URN:NBN:fi:oulu-201305201284
|Publish Date:|| 2013-05-24
|Thesis type:||Master's thesis
The aim of the thesis is to contribute in the discussion of internet-based internationalization. The focus is in examining and analyzing the alternatives of internet-based internationalization, specifically from the point of view of an SME. Fashion retail provides the context for this study. The research phenomenon is approached methodologically with a qualitative research. The empirical primary is collected through interviews of the case companies.
After literature review, is formed theoretical framework based on previous academic literature. The empirical data for the thesis will be collected through interviews of SMEs doing internet-based operations and which are in diverse stages of internationalization. The goal is to address new viewpoints and concepts to add in the discussion of the topic and thus contribute in the theoretical field. The aim is to bring up also practical viewpoints as managerial contributions for managers to learn from and take into consideration in the strategic decisions of their own companies.
Based on research and confirmed by empirical data, four alternatives for internet-based internationalization are pointed out: physical presence, co-operative actions, direct online sales and regional approach to online internationalization. These alternatives do not necessarily outline each other; they may be utilized as separate or complementary strategic guidelines or ways to internationalize an internet-based business. Each alternative contains essential features and aspects that differentiate them from each other. In this study, these alternatives are exclusively presented firstly in the theoretical framework and later in modified framework.
As is pointed out in theoretical framework, and confirmed in three interviews, knowledge is the crucial concept in every aspect of internet-based internationalization. Knowledge guides strategic decisions and it is both the trigger and the result of different operations. Internationalizing companies gather information and knowledge through several methods and through strategic decisions, and utilize knowledge and experiences as guidance for their further strategic decision.
The findings provide both theoretical and managerial implications. Also guidelines for future research are suggested.
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