Interactive (networked) internationalization: the case of Swedish firms

Gabriel Baffour Awuah (School of Business and Engineering, Halmstad University, Halmstad, Sweden)
Desalegn Abraha Gebrekidan (School of Technology and Society, University of Skövde, Skövde, Sweden)
Aihie Osarenkhoe (Department of Business Studies, University of Gävle, Gävle, Sweden)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 26 July 2011



The purpose of this study is to provide deeper insights into the extent to which an independent actor(s) actively collaborates with the internationalizing firm so as to jointly determine the choice of market, the mode of entry and the level of investment committed in the market to be entered and even after the entry (i.e. the ongoing activities).


Against the previous purpose section, a qualitative research approach is selected to guide the exploratory nature of this study. Thus qualitative data are used to build the two case studies because case studies are generally a more appropriate approach when “how” and “why” questions are being posed and when the investigator has little control over events.


Based on two multiple case studies, one major finding of the study shows that independent actors, with their interconnected networks, have played and are still playing a major role in influencing the internationalization processes of each of the two firms in this study.


This is an original paper developed based on two case studies which have not been published in any journal before. The paper highlights the role of external independent actors in internationalization, which is not mentioned at all or stressed in the extant literature.



Baffour Awuah, G., Abraha Gebrekidan, D. and Osarenkhoe, A. (2011), "Interactive (networked) internationalization: the case of Swedish firms", European Journal of Marketing, Vol. 45 No. 7/8, pp. 1112-1129.

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