Weshare WP individual part: literature review and in-depth analysis Sweden

• Autor(a) principal: Kopf, Ann-Kathrin
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/138598
• topic: Internationalization; Market selection; Entry strategy; Strategic analysis; International market selection; Country clustering; Country ranking; In-depth country analysis; Sweden; Car sharing; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

This work project aims to develop an internationalization strategy for We Share following an IMS process and to identify the most suitable European market. The methodology is twofold: First, relevant literature on the topic of IMS was reviewed. Second, the literature was complemented with findings from interviews, strategic analysis, as well as a country ranking and cluster analysis. The findings revealed France to be the most attractive market for We Share to expand to with Paris as the first city to operate in. The work, however, contains various limitations and thus, leaves room for a more in-depth analysis. This part of the internationalization plan consists of two subject matters: first, a literature review on the topic of international market selection and second, an in-depth analysis on Sweden as one of the five potential markets for expansion. Sweden is characterized by a young and tech-savvy generation providing few entry barriers to foreign companies. However, the market is highly competitive with four established car-sharing players. Also, although car-sharing is on the forefront in Sweden, a lacking regulatory framework complicates operations for car-sharing providers and to proceed against high parking costs.