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 barrier