Abstract
The internationalization of a firm is one of the most influential drivers for growth, especially for companies from smaller countries. Through internationalization, companies access large market potential outside of its home country, which for instance can influence a company’s revenue and production costs significantly. Yet, internationalization also induces a great risk for companies, as it involves several different aspects, such as entry mode and market screening. Therefore, internationalization is a complex process.
In this thesis, a case study of the Danish company Ennogie is conducted. Ennogie is a leading company on the Danish market for solar roof, that desires to internationalize to the Spanish market. Therefore, the aim of this thesis is threefold, starting with answering if the Spanish market is a good fit for the Danish company. Secondly, the recommended entry mode strategy that Ennogie should apply is found through applying the lens of four widely accepted internationalization theories. Lastly, an execution plan for Ennogie is created with the basis of the findings in the thesis.
Through applying a social constructivist and hermeneutic approach to analyze Ennogie’s internal and external environment, I find that the Spanish market is a good fit for Ennogie, why the company is recommended to internationalize to it. To this, according to the four applied internationalization theories, Ennogie is recommended to enter the Spanish market through an entry mode that secures high control.
Lastly, the execution plan for Ennogie’s internationalization involves the geographical placement of its Spanish headquarter. It also includes how the company’s business model is recommended to be in Spain, including its market-, and sales channel strategy. Further, the execution plan includes assessment of options regarding geographical target areas, whereas the southern part of Spain is the recommended. Lastly, it includes the decision whether to employ installers or make contractual agreements with suppliers who install solar roof.
Through this thesis, Ennogie gain valuable knowledge applicable to enter the Spanish solar roof market successfully.
| Educations | MSc in Finance and Strategic Management, (Graduate Programme) Final Thesis |
|---|---|
| Language | English |
| Publication date | 2023 |
| Number of pages | 149 |
| Supervisors | Michael J. Mol |