Entering the Dutch market: is there a case for Marimekko?

This thesis is a result of an international project conducted together with Stenden University of Applied Sciences (Emmen Campus, the Netherlands). The commissioner was Marimekko, a Finnish lifestyle brand. The study’s goal was to assess Marimekko’s potential to enter Dutch market. The thesis defines terms necessary for understanding the study, such as market entry mode, internationalisation, brand awareness and other. The thesis evaluates market entry modes, company’s internal and external factors influencing the choice of entry mode, role of brand awareness, and designs its research method i... Mehr ...