Bridging theory and practice

: a European SME entering China

Abstract

This dissertation explores how market entry strategies work in the case of a concrete firm case. It examines EPS Global, a European SME specializing in smart parking, and its entry into the Chinese market. Using a qualitative approach, the work gathers first-hand information from EPS Global's executives and combines it with academic studies. This narrative tracks the company's steps into China, focusing on how it adapted to exogenous variables such as culture, regulations, and technology. Crucial issues like EPS Global's reaction to China's "Made in China 2025" initiative, the rise of the digital economy, and the "Belt and Road" initiative, frame how firm strategy was influenced and decisions undertaken. The importance of guanxi (business relationships) in Chinese business culture and its impact on EPS Global is also unpacked. The work offers insights that are helpful for other companies planning to expand into foreign markets, especially China.

Date of Award	24 Jan 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Peter V. Rajsingh (Supervisor)