A Strategic Framework for Important Decisions Before Entering New Markets : A case study of smaller Norwegian Software Companies

Abstract

The purpose of this master thesis was to create a framework which can help smaller Norwegian software companies make better strategic decisions before entering new markets. While also trying to provide key learning and advice from similar companies. This paper has focused on the Software as a Service (SaaS) industry and has examined how SaaS companies in Norway have expanded their operations globally. There is much well-established research on the topic, which can make it difficult for companies to figure out the best practise. The purpose and theme for the paper was decided due to my current employer, and since we are faced with these dilemmas every day. To accomplish this, the main research question for this paper was formulated as: “What is the most important strategic decisions a small Norwegian Software company must consider when entering new markets?” A qualitative research method and in-depth interviews have been used to answer the research question. The paper consists of one theory part, one part with empirical findings and discussions. The empirical findings and discussion part presents the reflections and opinions of top executives which have entered new markets before. All the interview objects gave clear and precise answers about the topic, and expressed their reflections and experiences from their process. The key findings in the discussion of the research question are based on theory and the empirical findings in this paper. This has resulted in some interesting findings, and a proposed framework for important strategic decisions for smaller SaaS companies.