INTRODUCTION
1
Graduate Business School
School of Economics and Commercial Law
Göteborg University
THE INTERNATIONALIZATION PROCESS
OF E-COMMERCE COMPANIES
A CASE STUDY ON BOKUS, BOXMAN,
DRESSMART & LETSBUYIT
Marcus Ekström and Christine Persson
INTRODUCTION
2
Graduate Business School
School of Economics and Commercial Law
Göteborg University
International Management
Masters Thesis 1999:22
THE INTERNATIONALIZATION PROCESS OF
E-COMMERCE COMPANIES
A CASE STUDY ON BOKUS, BOXMAN,
DRESSMART & LETSBUYIT
Marcus Ekström and Christine Persson
INTRODUCTION
3
Graduate Business School
School of Economics and Commercial Law
Göteborg University
ISSN 1403-851X
INTRODUCTION
4
ABSTRACT
This thesis was initiated because of the new and fast growing environment
that attracts more and more companies to do business electronically ? the
Internet. The question that was raised was how e-commerce companies are
internationalizing into new countries, and why they go about in a certain
way. Using the Uppsala-model and its operationalizations as a theoretical
framework, four case studies were conducted. The companies studied were
Bokus, Boxman, Dressmart, and LetsBuyIt.
In the study it was concluded that the Uppsala-model and its operationalizations
could not alone describe and explain the internationalization
process of the case companies. These companies seem to operate in a
hyped environment and three factors, capital, external knowledge, and
homogenization influencing them to behave in another manner than
suggested by the Uppsala researchers, were found.
The main findings were that the companies moved very quickly from
country to country, and that they to ...