Title: Globalization – Meeting a new market Author: Anna Nubäck Supervisor: Anders Nilsson Institution: School of Management, Blekinge Tekniska Högskola Course: Master in business administration, 15 credits (FED006) Purpose: The purpose of this essay is partly to create an understanding of the decision to establish a branch in Japan and especially to look at if and how the Swedish company in this study has adjusted its corporate culture to suit the Japanese market. Method: Data is collected thru a number of semi constructed interviews. A first telephone interview was followed by an interview made face to face that was also followed up by interviews performed over telephone. E-mails have been used to clear and correct collected data. I have also studied company reports, closely related literature, articles and papers on the Internet. Conclusion: My conclusion is that the company in this study based the decision to open a branch in Japan on the demand from one big customer and the potential to grow globally. The company branch located in Tokyo has with or without the awareness of it adjusted to the Japanese market and culture. The company decision to choose a “local” for the most important position together with the decision to place a Swede with a good knowledge of the Japanese customer and culture in the second most important position has given the company a good base for the cultural adjustment.

Studien behandlar ett företags etablering på en för företaget helt ny marknad. Författaren har studerat beslut och etablering.