Att göra en snygg entré - en fallstudie av Starbucks inträde på nationella marknader

Purpose: To investigate whether our case company's entry mode decisions can be understood and explained by existing literature on choice of entry modes and national barriers to entry. Methodogy:A case study has been chosen as the main research design; we investigate our case firm thoroughly. At the same time we study the national markets Starbucks has entered with focus on the national barriers to entry that, according to the literature, affect the choice of serveral indicators, which, with numbers, will describe the differences between values of the barriers to entry and Starbucks' choice of entry mode. Theoretical perspectives: Existing literature on entry modes and soft services has focus on the three common choices of entry modes among soft servcie firms. To explain companies' different choices of these depending on national markets the literature is focused on explaining national barriers to entry. Moreover, the international organisation of the company will affect their entry mode choice to together with the national barriers to entry. Empirical foundation: Starbucks, the case company, is a multinational soft service firm with coffee production around the globe and coffee serving at their coffee shops. Starbucks is of interest to study since they have entered so many markets och with varying choices of entry modes, they today have serveral different wholly owned subsidiaries, joint ventures and licensees in different countries. Conclusions: We found that Starbucks to a large extent chooses to enter new national markets with licensing or joint ventures rather than with wholly owned subsidiary, which often is the suggested entry mode according to literature