Essay upon Lidl Norway

WhyВ didВ LidlВ FailВ inВ Norway? В

AВ StakeholderВ ApproachВ

HaakonВ WingerВ EideВ

SupervisorВ AndreasВ FalkenbergВ

ThisВ Master'sВ ThesisВ isВ carriedВ outВ asВ aВ partВ ofВ theВ educationВ atВ theВ UniversityВ ofВ AgderВ andВ isВ thereforeВ approvedВ asВ aВ partВ ofВ thisВ В education. В However, В thisВ doesВ notВ implyВ thatВ theВ UniversityВ answersВ В forВ theВ methodsВ thatВ areВ usedВ orВ theВ conclusionsВ thatВ areВ drawn. В

UniversityВ ofВ Agder, В 2010В FacultyВ ofВ EconomicsВ andВ SocialВ SciencesВ DepartmentВ ofВ EconomicsВ andВ BusinessВ AdministrationВ

В 

iiВ В

AbstractВ

WhenВ talkingВ toВ aВ NorwegianВ aboutВ Lidl, В mostВ peopleВ willВ haveВ aВ strongВ opinionВ aboutВ theВ company. В В SomeВ willВ tellВ youВ thatВ LidlВ wasВ aВ positiveВ contributorВ toВ theВ NorwegianВ groceryВ market, В becauseВ ofВ theirВ lowВ pricesВ andВ " exotic” products. В SomeВ willВ tellВ youВ thatВ theyВ neverВ shoppedВ there, В becauseВ theyВ didn'tВ wantВ toВ supportВ aВ foreignВ companyВ thatВ ignoredВ theВ laborВ unions, В buildВ largeВ andВ unattractiveВ buildingsВ inВ theirВ towns, В onlyВ hadВ unfamiliarВ foodВ inВ theВ shelvesВ andВ whoВ sentВ theВ profitВ outВ ofВ theВ country. В IfВ youВ askВ NorwegiansВ whyВ LidlВ failedВ inВ Norway, В manyВ willВ argueВ thatВ LidlВ didВ notВ fulfillВ theВ NorwegianВ shoppers'В needsВ andВ didВ notВ fitВ inВ withВ theirВ valuesВ ButВ isВ itВ asВ simpleВ asВ that? В WhyВ isВ LidlВ aВ successВ inВ mostВ otherВ EuropeanВ countries, В whileВ inВ NorwayВ theyВ decidedВ toВ pullВ outВ ofВ theВ marketВ afterВ lessВ thanВ fourВ years? В WhatВ didВ LidlВ doВ wrongВ inВ theirВ attemptВ toВ establishВ theirВ brandВ nameВ inВ Norway? В WhyВ didn'tВ theyВ manageВ toВ adaptВ toВ theВ NorwegianВ market? В AndВ maybeВ moreВ important, В isВ itВ onlyВ theirВ failureВ toВ adaptВ toВ theВ NorwegianВ marketВ thatВ ledВ toВ Lidl'sВ withdrawalВ allВ theirВ operationsВ fromВ Norway? В PerhapsВ itВ isВ somethingВ elseВ andВ specialВ withВ theВ NorwegianВ marketВ andВ competitionВ thatВ madeВ themВ fail? В ThisВ thesisВ triesВ toВ answerВ theseВ questionsВ throughВ aВ StakeholderВ Approach. В В В В

iiiВ В

ContentsВ

ChapterВ 1: В IntroductionВ................................................................................................................................ В 1В 1 . 1В Lidl ‐ AВ SuccessВ inВ Europe ‐ FailureВ inВ NorwayВ........................................................................ В 2В 1 ) 2В GlobalizingВ marketsВ............................................................................................................................ В 4В 1 . 3В ShortageВ ofВ researchВ andВ studiesВ.................................................................................................. В 5В 1 . 4В WhyВ studyВ failure? В.............................................................................................................................. В 6В ChapterВ 2: В BusinessВ Theory ‐ AВ FrameworkВ forВ AnalysisВ................................................................ В 8В 2 . 1В TheВ DevelopmentВ ofВ EconomicsВ andВ ManagementВ TheoryВ................................................ В 9В installment payments on your 2В TheВ StakeholderВ ApproachВ........................................................................................................... В 11В 2 . 3В AВ PracticalВ Approach ‐ TheВ StakeholderВ MatrixВ................................................................... В 15В ChapterВ 3: В InternationalВ MarketingВ TheoriesВ................................................................................... В 16В 3. 0В InternationalВ MarketingВ Theories ‐ PlanningВ toВ TakeВ theВ BusinessВ AbroadВ............. В 17В several. 1В FacilitatingВ ExchangeВ AcrossВ CulturesВ..................................................................................... В 17В 3. 2В TheВ UppsalaВ Model........................................................................................................................... В 26В 3. 3В StandardizationВ versusВ CustomizationВ.................................................................................... В 28В...

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