Original title: Swiss Banks and their market entry in Brazil
Translated title: Banks and their market entry strategy
Authors: Sessa, Gionni ; Král, Petr (advisor) ; Machek, Martin (referee)
Document type: Master’s theses
Year: 2013
Language: eng
Publisher: Vysoká škola ekonomická v Praze
Abstract: In the global market in which many countries still struggle with the consequences of the financial crisis of 2008, many companies come to the conclusion that growth can be achieved through international marketing activities. This attitude poses big challenges to organization that want to enter the international arena, involving deciding which markets should be entered, how this should be done, through which marketing program and finally how to organize the marketing. International expansion poses risks as well as opportunities to businesses, and it is crucial for the organization to thoroughly evaluate the market in order to take a decision about the market entry strategy. Based on the case studies of Credit Suisse and UBS entering the Brazilian market, this thesis sought to study how Swiss banks entered the country and with what results. Based on an extensive literature review, the two cases have been presented and it was possible to demonstrate that great cultural difference and tight regulation suggest the entry through a merger or an acquisition.
Keywords: Brazil; Market Entry; Swiss Banks; Brazil; Market Entry; Swiss Banks

Institution: University of Economics, Prague (web)
Document availability information: Available in the digital repository of the University of Economics, Prague.
Original record: http://www.vse.cz/vskp/eid/43591

Permalink: http://www.nusl.cz/ntk/nusl-195478


The record appears in these collections:
Universities and colleges > Public universities > University of Economics, Prague
Academic theses (ETDs) > Master’s theses