AUTHOR
Meljoum, Nadja; Sjöberg, Mikaela

DATE
2003-06-13

DEPARTMENT
Business Administration and Social Sciences / Industrial marketing and e-commerce

SUMMARY
Today’s situation for many small industrial firms is that they are having a hard time to survive in the domestic market. This forces many firms to enter the international market. To be able to succeed abroad, a well-suited promotion strategy is necessary. Small firms who want to internationalise will face several issues regarding the decisions about what promotion strategy to use. The aim of this thesis is to gain a better understanding of how small industrial firms promote themselves strategically on the international market. We have conducted a single case study in order to reach our purpose. We have used interviews and documentations to collect data. The study shows that the small industrial firms put their trust in direct marketing. In our study we can also conclude that the small industrial firm we have investigated uses a contingency approach to the promotion mix. The major part of the promotion is however standardised. Furthermore, when we made our conclusions of this study we also saw that the small industrial firm are more influenced by firm related factors than factors regarding the host country.

ISSN 1404-5508 / ISRN LTU-SHU-EX--03/139--SE / NR 2003:139