Browsing by Author "Sissonen, Miriel"

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    AI and cloud computing are changing the way international companies operate - or do they, quite yet? A single case study on how digital tools within a digital company’s value chain has affected its internationalization process
    (2023-07-19) Pålsson, Kajsa; Sissonen, Miriel; University of Gothenburg/Graduate School; Göteborgs universitet/Graduate School
    Artificial Intelligence and cloud computing services are increasing in popularity among international companies within the ICT industry. Research shows that in order to maintain competitive advantages, companies need to keep up with technological development and implement digital tools in their value chains. There is a research gap regarding how the implementation of digital tools in digital companies’ value chains affect their internationalization processes. This thesis addresses this research gap by connecting three theoretical fields; digitalization, digital value chains and internationalization, and explaining with a help of a single-case study, how using AI and cloud computing services throughout a company’s value chain affect its internationalization process. This exploratory study is qualitative in nature. Twelve in-depth interviews were conducted with managers of the case company and three industry experts. The empirical results were analyzed with the help of a conceptual framework created by the authors of this thesis, and the authors’ own interpretation. The results show that AI and cloud computing services acted as facilitators rather than primary factors affecting the company’s internationalization process. Cloud computing was analyzed to directly facilitate the case company’s internationalization process. AI in turn was used as an automation tool streamlining the case company’s operations. Finally, it was concluded that there were three primary factors that affected the case company’s internationalization process: networks, national geographical factors and rising occasional opportunities. These findings can be used as inspiration for managers of international digital firms in the ICT industry.
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    International Sustainable Marketing Strategy - A multiple case study of Swedish multinational companies within the apparel industry
    (2021-11-01) Poth, Andrea; Sissonen, Miriel; University of Gothenburg/Department of Business Administration; Göteborgs universitet/Företagsekonomiska institutionen
    The growing awareness from both consumers and companies of unsustainable operations in many industries has led marketers to incorporate sustainability into their marketing practices. Unsustainable operations can especially be seen in the apparel industry, which is ranked as the second most unsustainable industry in the world. There is a lack of previous research in terms of how companies within this industry use sustainable marketing, as well as how they do this internationally. Therefore, the purpose of this study is to bridge the gap between international marketing strategies and sustainable marketing strategies in the context of the apparel industry, by conducting a multiple case study of seven Swedish multinational companies within the industry. To find respondents of each chosen company a snowball method was used and the empirical data was gathered through semi-structured interviews, as well as secondary sources such as reports from the companies. By the use of our own developed conceptual framework, which is based on linking existing frameworks and theories within the two fields sustainable marketing and international marketing, the gathered data was analyzed. The study concludes that sustainable marketing can be integrated in the international marketing strategy of apparel companies in various ways. It can be done either by standardizing or adapting the sustainable marketing mix of a company. Which type of strategy is most suitable can depend on different external factors such as regulations and demand from customers, as well as internal factors such as the companies’ commitment and integration of sustainability in their organisation.