Internationalization Strategy

Abstract

This paper examines the strategic approaches that Kemp & Kjær, a Danish consultancy specializing in communication and ESG, should consider in order to expand their business to a relevant Nordic country. With a decade of business in Denmark, with ups and down, Kemp & Kjær is now considering internationalization to promote growth. This assignment focuses on the different aspects of this expansion, considering various entry strategies such as mergers, acquisitions, partnerships, and the establishment of a whole new agency through local employment. Particularly, there is a focus on leveraging Kemp & Kjær's expertise in the combination of ESG and communications. Therefore, an analysis has been carried out to understand the cultural aspects of each country along with possibilities of engaging with institutions and stakeholders, and the financial limitations that Kemp & Kjær has. From the analysis, it is concluded that Norway is the most suiting country for Kemp & Kjær’s to do business in. Norway is leading within ESG, creating opportunities for Kemp & Kjær in the market. It is suggested that the company first secures themself a position in the market by entering into a strategic partnership or alliance, and thereby excludes the possibility of internationalization. The analysis shows that the liquidity of Kemp & Kjær does not allow for a bigger investment. Kemp & Kjær is therefore recommended to prioritize networking and partner- ships that can pave the way for a deeper anchoring in the market.