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Lowering entry barriers in a digital era: A qualitative study about the Swedish fashion industry’s international expansion with Affiliate Marketing.
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2017 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Bemästra marknadsbarriärer i en digital era : En kvalitativ studie om den svenska modeindustrins expandering med Affiliate Marketing (Swedish)
Abstract [en]

The internet and the rise of e-commerce have changed the foundation for how Swedish fashion companies operates. The shift has simplified for businesses to reach foreign customers who are vital for the fashion companies as the Swedish market is too small to nurture all existing companies.

To expand abroad often requires plenty of resources to overcome structural entry barriers. One marketing tool that Swedish fashion companies have used to avoid high expenditures is Affiliate marketing, a cost-effective digital marketing instrument.

Therefore, is the purpose of this study to broaden the discussion about Affiliate marketing. Furthermore, this thesis will try to understand how Swedish fashion companies have incorporated Affiliate marketing to overcome market entry barriers.

The result from the empirical findings gave indications that Affiliate marketing has had an impact on the Swedish fashion companies’ expansion. It was important for the interviewed companies to collaborate with different bloggers and websites, to create a certain awareness about the companies’ products on the new markets. The study also showed that Affiliate marketing could lower entry barriers by itself but also exposes businesses to new barriers as logistic- and payment solutions that must work simultaneously. The outcome of the study shows that it is significantly important for a Swedish fashion company to have a proper logistics- and payment system in place before a company implements Affiliate marketing, as the method will otherwise prove ineffective.

Abstract [sv]

Enligt en rapport från Tillväxtverket är den svenska marknaden för mode för liten för att mätta allabefintliga bolag. För att nå ut till nya kunder har svenska modeföretag använt sig av e-handel ochonline marknadsföring. Affiliate marketing är en kostnadseffektiv digital marknadsföringsmetod somsvenska modeföretag har använt sig av. Eftersom att det är vitalt för svenska företag att marknadsförasig på och exportera sina produkter till andra marknader är syftet med uppsatsen att breddaforskningen kring Affiliate och försöka förstå Affiliate marketings roll i svenska modeföretagexpansionsstrategi och hur företagen har använt Affiliate marketing i sin expandering.

Efter att ha genomfört intervjuer gav resultatet från empirin indikationer om att Affiliate marketinghade haft en påverkan på svenska modeföretags genomförda expansion utomlands. Det var viktigt förde intervjuade företagen att kunna samverka med olika intressenter som kunde agera publicister ochskapade intresse på de nya marknaderna. Resultatet visade att Affiliate marketing inte enskilt kundesänka etableringshinder utan att företag var tvungna att genomföra andra åtgärder samtidigt.Det var av större vikt att som företag ha implementerat en fungerande logistik- och betalningslösningpå plats innan svenska modeföretag använde sig av någon typ av marknadsföring som exempelvisAffiliate marketing.

Place, publisher, year, edition, pages
2017.
Keyword [en]
Affiliate Marketing, Digital Marketing, Entry barriers, Entry Strategy, Ecommerce, Social Media
Keyword [sv]
Affiliate marketing, Digital marknadsföring, E-handel, Etableringshinder, Social media
National Category
Economics and Business Business Administration
Identifiers
URN: urn:nbn:se:hb:diva-12756OAI: oai:DiVA.org:hb-12756DiVA: diva2:1145401
Subject / course
Business Administration
Available from: 2017-10-04 Created: 2017-09-28 Last updated: 2017-10-04Bibliographically approved

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  • apa
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