Overview
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Publications
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(2021): Cross Border E-Commerce as a market entry strategy to Asia. Masterarbeit New Business. Fachhochschule Graubünden, Chur. Schweizerisches Institut für Entrepreneurship (SIFE).
Abstract: The process of selling to overseas markets by means of e-commerce is called Cross border e-commerce (CBEC) and brings opportunities to companies for international expansion. However, the implementation of CBEC is also linked with various challenges and therefore this Master Thesis elaborated whether CBEC is a suitable market entry strategy to Asian markets for manufacturers of fast-moving consumer goods. In order to answer the research question, an extensive literature review was conducted with the goal of identifying the opportunities and challenges of CBEC. In order to possibly overcome such challenges, the second aim of this Master Thesis was the identification of the requirements for an international expansion to Asian markets by CBEC. Through workshops the results could be applied to practice and hence the practical implications of this Master Thesis could be developed. Finally, the limitations and opportunities for future research were presented.