Exploring Market Entry Strategies of German SMEs in Bulgaria. An Empirical Analysis and Comparative Study

Inhaltsverzeichnis (Table of Contents)

• Introduction
• Internationalization
• Market entry
  • Definition
  • Market entry strategies
    • Export
    • Cooperation through contractual agreements
      • Licensing
      • Franchises
      • Joint ventures
    • Direct investments with the aim of sole ownership
  • Summary on the market entry of SMEs
• Small and medium-sized enterprises
  • General definition
  • SMEs in Bulgaria and Germany
    • SMEs in Bulgaria
    • SMEs in Germany
• Framework in Bulgaria
  • Bulgaria before 2007
  • Bulgaria after 2007
• Empirical and comparative analysis of the market entry of German companies in Bulgaria
  • Data collection and selection
    • Companies registered in Germany
    • Companies registered in Bulgaria with German participation
  • Results and analysis of data
    • Time of occurrence and turnover
    • Descriptive analysis of the sample
      • Analysis of the companies registered in Germany
      • Analysis of the companies registered in Bulgaria
    • Further analysis of the relationships between the variables determined
  • Evaluation of the knowledge gained
• Conclusion
• Summary of main conclusions

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This master's thesis aims to analyze the market entry strategies of German companies in Bulgaria, utilizing a comprehensive approach that combines theoretical frameworks with empirical data analysis. The study seeks to understand the factors influencing the choice of market entry strategies, as well as the challenges and opportunities faced by German companies in the Bulgarian market.

• Market entry strategies and their application in the Bulgarian context
• The role of SMEs in the Bulgarian and German economies
• The economic and political framework surrounding market entry in Bulgaria
• An empirical analysis of the market entry strategies of German companies in Bulgaria
• The identification of factors influencing the success of market entry strategies

Zusammenfassung der Kapitel (Chapter Summaries)

The first chapter introduces the topic of the master's thesis, outlining the research question and the objectives of the study. Chapter two provides a comprehensive overview of the internationalization process, focusing on the theoretical frameworks and concepts that underpin market entry decisions. Chapter three delves into the various market entry strategies available to companies, exploring their characteristics, advantages, and disadvantages. The focus is on strategies relevant to the context of the study, including export, contractual agreements, and direct investments.

Chapter four examines the role of SMEs in the global economy, specifically in the context of Bulgaria and Germany. It explores the characteristics, challenges, and opportunities faced by SMEs in both countries. Chapter five provides an in-depth analysis of the political, economic, and legal framework in Bulgaria, focusing on factors relevant to market entry decisions. The chapter considers Bulgaria's economic development, regulatory environment, and the impact of EU accession on the business environment.

Chapter six presents the empirical analysis of the market entry strategies of German companies in Bulgaria. The chapter includes a detailed description of the data collection and selection process, the analysis of the collected data, and an evaluation of the findings. The analysis focuses on identifying patterns, trends, and factors influencing the choice of market entry strategies. Chapter seven presents the conclusions drawn from the empirical analysis and discusses the implications of the findings for both German companies and Bulgarian economic development.

Schlüsselwörter (Keywords)

The master's thesis focuses on the following key terms: market entry strategies, German companies, Bulgarian market, SMEs, internationalization, economic framework, empirical analysis, data collection, and comparative analysis. These terms capture the central themes and concepts explored throughout the study, highlighting the intersection of international business, economic development, and SME activity.