Evaluating Entry mode Models and Strategy for the Brazilian market: A Case Study of Bestseller

Kasper Kløvgaard Rasmussen

Student thesis: Master thesis


This thesis is based upon an interest in the field of internationalization and a desire to understand how entry models can provide different views upon the subject. Therefore, the main focus of the thesis is to review, explore and compare four entry mode theories in order to explore how these models react on different internal and external factors. The objective of this thesis is to create a theoretical as well as practical research, which can provide a qualified assessment of how Bestseller should enter the Brazilian market. The subject of this thesis is inspired by two courses that the author has followed on his masters program, Master of Business Administration in International Business at CBS. The two courses, International Business in Emerging Markets and The International Business Environment: Strategy, Policy & Organisation, have helped to create the fundamental knowledge that is needed in order to conduct such research study. Existing academic literature on entry mode models and internationalization of the firm is reviewed in order to develop a theoretical framework utilized for the investigation of the objectives of the thesis. The chapter reviewing entry mode literature consists of defining the concept and opportunities of entry modes and reviewing the utilization of the chosen entry mode theories as a unit of analysis. The following chapter performs an in-depth analysis of the internal and external factors, which is utilized to create a foundation of the analysis. The empirical data is based upon evaluation of internal and external factors that in the thesis are analysed individually and then interconnected in a comparative analysis, where the factors are analysed from the different theoretical viewpoints and used to create entry mode recommendations based upon how the different entry mode models perceives the factors and how the recommend expanding into the Brazilian market should be conducted based upon the collected information. A single-case study design has been chosen to answer the research questions, where the Danish multinational fashion company has been chosen as subject of research. Interviews with the Danish consul in Brazil and Bestsellers Managing Director have been conducted, in order to include their reflections and perceptions upon how Bestseller should enter the Brazilian market. The findings suggest that Bestseller should enter the market through a collaborative manner, where the firm should engage in a multiple-unit franchisee agreement with a local Brazilian partner.

EducationsMSc in International Business, (Graduate Programme) Final Thesis
Publication date2015
Number of pages96