Den Danske Internethandel i International Konkurrence: En modellering af mulige forsvarsstrategier med inddragelse af case studier

Abstract

Incumbent e-commerce companies are facing increasing international competition from MNEs constantly looking for further growth and expansion opportunities. Theory on how to defend your market share against competition exists within industrial economics and marketing research. However, theories often tend to leave out the international aspect of the competition as well as other important and interdependent factors, as the research focus is often narrowed down to a few key factors. This paper attempts to create a shared framework for the existing theories and hypotheses on how incumbents should react on foreign entrants and with what variables reactions should be based on. It also attempts to explain why the defined reactions are suitable. By integrating classical internationalization theories with more recent studies, this paper examines the depencies within these. On this bagground, I attempt to identify company examples with different backgrounds from the Danish e-commerce industry to evaluate the model on present examples and discover that there is a connection between the theoretical framework and cases studied.