Internationalization of Small and Medium -Sized Enterprises towards an Emerging Market A study of Swedish Tech Companies in India Draft: Pajseminarium 2020-05-11 By: Prachi Laxman & Ferha Ahmed Shameil Supervisor: Cheick Wagué Södertörn University | Department of Social Sciences Master’s dissertation 30 credits International Business Management | VT 2020 TABLE OF CONTENTS 1. INTRODUCTION 1 1.1. Background .......................................................................................................................... 1 1.2. Problem Discussion ............................................................................................................. 3 1.3. Research Questions............................................................................................................. 6 1.4. Purpose ................................................................................................................................ 6 1.5. Delimitations ....................................................................................................................... 6 1.6. Thesis Outline ...................................................................................................................... 6 2. THEORETICAL FRAMEWORK 8 2.1. Internationalization ............................................................................................................. 8 2.1.1. Born Globals .............................................................................................................. 8 2.1.2. Strategic Decision ................................................................................................... 12 2.2. Business Network .............................................................................................................. 15 2.2.1. Network Model ....................................................................................................... 17 2.2.2. Networks in SMEs ................................................................................................... 19 2.2.3. Business Ecosystem ................................................................................................ 20 2.3. Brand Strategy ................................................................................................................... 20 2.3.1. Brands ..................................................................................................................... 20 2.3.2. Brand-building ........................................................................................................ 22 2.3.3. Implementation of Brand Strategy ........................................................................ 23 2.4. Cultural Dimensions .......................................................................................................... 24 2.4.1. Hofstede’s Cultural Dimensions............................................................................. 24 2.4.2. Trompenaars Seven Dimensions of Culture .......................................................... 27 2.4.3. Language Barriers ................................................................................................... 29 2.5. Literature Review .............................................................................................................. 30 2.5.1. Challenges ............................................................................................................... 30 2.5.2. Opportunities .......................................................................................................... 34 2.6. Frame of Reference ........................................................................................................... 38 2.6.1. Theoretical Synthesis.............................................................................................. 40 3. METHODOLOGY 41 3.1. Research Paradigm ............................................................................................................ 41 3.2. Preconceptions .................................................................................................................. 42 3.3. Research Purpose .............................................................................................................. 42 3.4. Research Approach ........................................................................................................... 43 3.5. Research Strategy.............................................................................................................. 43 3.5.1. Data Collection ....................................................................................................... 45 3.5.2. Sample Selection .................................................................................................... 46 3.5.3. Implementation ...................................................................................................... 48 3.5.4. Data Analysis ........................................................................................................... 49 3.6. Quality Criteria .................................................................................................................. 51 3.7. Research Ethical Aspects .................................................................................................. 53 3.8. Methodology Overview .................................................................................................... 55 4. EMPIRICAL FINDINGS 56 4.1. Internationalization Process ............................................................................................. 57 Case 1.1 Sweden India Business Council .......................................................................... 57 Case 1.2 Business Sweden ................................................................................................ 59 Case 2.1 Truecaller ............................................................................................................ 60 Case 2.2 Brandie ................................................................................................................ 61 Case 2.3 GX Group ............................................................................................................ 64 4.2. Business Network .............................................................................................................. 65 Case 1.1 Sweden India Business Council .......................................................................... 65 Case 1.2 Business Sweden ................................................................................................ 66 Case 2.1 Truecaller ............................................................................................................ 67 Case 2.2 Brandie ................................................................................................................ 69 Case 2.3 GX Group ............................................................................................................ 71 4.3. Brand Strategy ................................................................................................................... 71 Case 1.1 Sweden India Business Council .......................................................................... 71 Case 1.2 Business Sweden ................................................................................................ 73 Case 2.1 Truecaller ............................................................................................................ 73 Case 2.2 Brandie ................................................................................................................ 76 Case 2.3 GX Group ............................................................................................................ 78 4.4. Challenges .......................................................................................................................... 78 Case 1.1 Sweden India Business Council .......................................................................... 78 Case 1.2 Business Sweden ................................................................................................ 79 Case 2.1 Truecaller ............................................................................................................ 79 Case 2.2 Brandie ................................................................................................................ 81 Case 2.3 GX Group ............................................................................................................ 84 4.5. Opportunities .................................................................................................................... 84 Case 1.1 Sweden India Business Council .......................................................................... 84 Case 1.2 Business Sweden ................................................................................................ 86 Case 2.1 Truecaller ............................................................................................................ 86 Case 2.2 Brandie ................................................................................................................ 87 Case 2.3 GX Group ............................................................................................................ 89 5. ANALYSIS 90 5.1. Internationalization Process ............................................................................................. 90 Case 1: Advising Organisations ........................................................................................