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This makes it possible to achieve a holistic view in the case study. The literature suggests some techniques for improving the quality and especially the validity in case studies (Yin, 2009). One of them is to use multiple sources of evidence in the data collection phase to increase the construct validity (Riege, 2003; Beverland and Lindgren, 2010). In this study, we have used field observations, internal documents combined with interviews. Yin (2009) argues that a second tactic is to establish a chain of evidence, which has been addressed by combining these different sources during the data collection procedure. One way of addressing internal validity is “establishing phenomena in a credible way” (Riege, 2003). In this study, we have used pattern matching to reach that qualitative criterion.

Findings

The multiple-case study exemplifies an international ent process in a mature industry. The study shows how two firms have decided to increase their market activities in emerging markets in Asia with different market solutions. A major reason behind the decision to invest (Case A) in this emerging market area is contextual factors and customer behaviours in the local e time management decided to invest and convert the products locally instead of exporting the added-value products from the Nordic countries.