Beyond the Öresund Bridge. Understanding the Social and Cultural Factors that Influence Swedish Fashion Companies Establishment and Sustained Presence in the Danish Market

Abstract

Despite cultural and geographical proximity, Swedish companies often underestimate the social and cultural differences when entering the Danish market, leading to challenges. This thesis explores how social and cultural factors influence the establishment and sustained presence of Swedish fashion companies in the Danish market. Notable differences are perceived in business culture, such as Danish actors' direct communication style and faster decision making processes as well as differences in Danish consumer behavior. To succeed in establishing and ensuring a sustained presence in Denmark, strategic adaptations are recommended: leveraging local networks, partnerships and experiential knowledge, maintaining a strong brand identity, making strategic partner decisions, and utilizing local Danish expertise and unique internal resources. The study follows a qualitative research approach and semi-structured interviews have been conducted. The data is analysed through two theoretical lenses, the Uppsala Model and, the resource-based view. Potential limitations related to the findings of the study include the restricted sample size, which may affect how well the findings apply to other cases and how accurately they reflect the broader industry. The relevance of the results may also vary depending on company size and segment.