A selection of active research areas are listed below.
SMEs’ Internationalization Needs
This project addresses: How SMEs’ internationalize their business activities, how they use their networks for internationalization and what are the resources of SMEs competitiveness and how are they developed and sustained? A combination of qualitative and quantitative methods is applied. The central concepts are networks, resources, learning and competitiveness and the aim is to study the pattern and process of SMEs internationalization and to finally to deepen our understanding of how internationalization contributes to firms’ competitiveness over time.
Strategic Alliances in Eastern and Central Europe
This research examines: What competitive strategies do alliances apply based on partners’ motives, resources, learning, network and performances in ECE markets? How do environmental factors influence alliance operations and performance? What are the changes that take place in the alliances and how do the partners adjust their strategies for competitiveness? A combination of qualitative and quantitative methods are also applied by developing hypotheses in the first phase to test the hypotheses in the second phase. The central concepts are motives, resources, learning, networks and performances and the purpose is to develop a framework that can be enable to understand how alliances function in a longitudinal perspective.
The Antecedents of Activities in Omni-Channel Retailing
This project examines: Why do consumers choose different/multiple channels in a (single) purchase process and what causes both the individual channel choice and the combination thereof? The research process starts with a review of the literature to be followed with a qualitative method and to finally conduct a comprehensive empirical study which combines the qualitative and quantitative approaches. The central concepts are needs awareness, information search, evaluating alternatives, purchase decision and post purchases. The aim of the research is identify which factors determine channel choice and to finally develop a model of channel choice and decision process.
The Impact of Adopting Digital Marketing (Digitalization) on SMEs Performance
A Study of Small and Medium Size Retailing and Manufacturing Firms in Sweden
Based on our literature review we can conclude that there is no study which addressed how and to what extent adapting digital marketing impacts the performances of SMEs, which is a clear indication of the lack of knowledge as to know how digitalization influences SMEs marketing performance. Moreover, considering the changes and developments taking place in the market in line with the development of the digitalization era this research project will address the following research questions: 1. What are the main digital marketing tools SMEs adapt in their marketing and communication process? And what are the motives behind their application? 2. What are the impacts of adopting digital marketing on SMEs' performance (financial and strategic performance)? 3. To what extent do manufacturing firms and retailing firms differ in their performances when adapting digital marketing tools? On the basis of the three specific research questions the purpose of this are: 1. To investigate the extent of adopting digital marketing practices to support SMEs performance and 2. To identify to what extent manufacturing and retailing firms differ in their performances when adapting digital marketing tools.