hig.sePublikationer
Ändra sökning
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
Trust and Relationship Building during an International Market Expansion: The case of Elekta
Högskolan i Gävle, Akademin för utbildning och ekonomi, Avdelningen för ekonomi.
Högskolan i Gävle, Akademin för utbildning och ekonomi, Avdelningen för ekonomi.
2017 (Engelska)Självständigt arbete på avancerad nivå (magisterexamen), 10 poäng / 15 hpStudentuppsats (Examensarbete)
Abstract [en]

Aim: The aim of this study is to investigate how relationships are built in a cross-cultural setting and to identify which interpersonal factors need to be taken into account to guarantee the successful creation of relationships.

 

Methodology: The method of this study follows a qualitative approach through the gathering of empirical data. The case of the healthcare equipment company Elekta is selected for data collection from employees of the Brazilian and Swedish office. Interviews have been conducted face-to-face and through videoconference tools. The selection of interviewees is based on the role of the individual within the company and the involvement in the market expansion from Sweden to Brazil. Secondary data from scientific articles and academic journals is compared and analyzed with primary data.

 

Findings: The establishment of relationships during an international market expansion is bounded to the cultural differences present between two parties. Among these differences language, communication, trust and local business practices play a role in the relationship building process. The use of local employees can reduce risks of an unknown market and give access to business networks. Relationships are essential for Brazilians and personal connections are more important than institutional relationships. Cultural differences should, however, not be completely adapted to the local market, since a mix of Brazilian and Swedish business practices has been shown to be advantageous. This is due to high reputation of the Swedish country of origin of Elekta and the favored Swedish business practices. Therefore, foreignness and cultural differences do not necessarily imply negative effects on relationship building, but can have a positive outcome on the development of trust.

 

Contribution: The study contributes to relational theories by providing new theoretical insight in the phenomenon of relationship building in a cross-cultural environment. It contributes to current academic studies, focusing on strategies to successfully conduct market expansions and establish physical presence in a foreign county. Furthermore, it gives new insight in relationship building practices in the healthcare sector. The study emphasizes the positive effect of culture in an international environment, which has been neglected in previous studies.

 

Limitations: Since cultural aspects play a large role in this study, findings are specific to the Latin American continent. Responses obtained during the interviews were a product of questions aimed to the specific geographical area, in regards to the healthcare sector. Therefore, including additional countries in a same sector study may result in dissimilar results.

 

Suggestions for further research: This research involves Brazil and Sweden as a cultural framework. Therefore, perception of the reputation of country origin and perception of cultural business practices may differ between other geographic locations. Further research should investigate on the differences of relationship building in other nations. This could give insight in positive and negative aspects perceived per country of another culture. 

Ort, förlag, år, upplaga, sidor
2017. , s. 74
Nyckelord [en]
Relationships, Trust, Healthcare, Cultural differences, Communication, Brazil, Sweden, Elekta
Nationell ämneskategori
Företagsekonomi
Identifikatorer
URN: urn:nbn:se:hig:diva-24778OAI: oai:DiVA.org:hig-24778DiVA, id: diva2:1129163
Ämne / kurs
Företagsekonomi
Utbildningsprogram
Företagsekonomi – magisterprogram
Handledare
Examinatorer
Tillgänglig från: 2017-09-20 Skapad: 2017-08-01 Senast uppdaterad: 2017-09-20Bibliografiskt granskad

Open Access i DiVA

fulltext(1377 kB)290 nedladdningar
Filinformation
Filnamn FULLTEXT01.pdfFilstorlek 1377 kBChecksumma SHA-512
c0b8a0727e9ef6302767fdd7c9c441baf9cf0137020b203723b06ed4b071720f3766224b22cd5671ede42bae6048c3fecb47b6ae0bf0bcd493586a2e65d825ea
Typ fulltextMimetyp application/pdf

Av organisationen
Avdelningen för ekonomi
Företagsekonomi

Sök vidare utanför DiVA

GoogleGoogle Scholar
Totalt: 290 nedladdningar
Antalet nedladdningar är summan av nedladdningar för alla fulltexter. Det kan inkludera t.ex tidigare versioner som nu inte längre är tillgängliga.

urn-nbn

Altmetricpoäng

urn-nbn
Totalt: 207 träffar
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf