A Swedish SME’s choice of important micro and macro factors for foreign market Selection

Most companies today try to become international due to the knowledge that their products and services will become more available and easily accessible, in order to gain an increased demand and better profits. The international market selection process, that companies must perform to find the most suitable market to enter, is an extensive process. Different micro and macro factors have a vast impact on a company’s future success on the new market. The purpose of this research is to gain a deeper understanding of the factors that influence a SME’s choice of market selection. To be able to do this, research questions focusing on firstly, what macro and micro factors that are most important for a Swedish energy SME in their process of market selection, and secondly how these factors appears on their chosen markets. Based on these research questions, a review of the relevant literature was conducted. In order to collect the data, a case study approach was applied, using interviews and accessible documented data. The findings of this study indicate that the reality does not always follow the outlined theory, and that each company’s situation must be studied separately. This is also the case for different countries, where environments are unique and cannot be generalized.Validerat; 20101217 (root)