Hightech EU/Japan

Abstract: Hightech EU/Japan – a research about European hightech companies’ interest in establishing business on the Japanese market with the help from a middleman. Subject: Marketing. Problem: The Japanese market is highly developed and therefore interesting for foreign companies. The Japanese culture is very different from the European and this together with the long distance creates problems for European hightech companies to compete on the Japanese market. The problems we intend to answer are which factors makes the Japanese market interesting and if it is interesting for the companies to establish business with the help from a middleman. Purpose: The purpose of this dissertation is to find out if European hightech companies are interested in establishing business on the European market with the help from a middleman. Methodology: We have used a survey strategy on 200 companies and analysed their interest in the Japanese market. To state in which way the companies should handle their internationalisation and establishing process we have created a model called the K.L.I-model. Conclusions: The conclusions of the survey are that European hightech companies are interested in establishing business on the Japanese market with the help from a middleman. The conclusion also states the final version of the K.L.I-model that visualise the procedure for European hightech companies that are interested in the Japanese market