Examining the differences of the internationalization strategies of two of the major brands in the smartphone industry - Apple inc. versus Samsung electronics

Abstract

Esta dissertação irá consistir na análise do êxito da internacionalização das duas grandes empresas na indústria de smartphones: nomeadamente a Apple Inc. E a Samsung Electronics. A importância deste estudo consiste no fato de que estas duas grandes empresas foram construídas em dois países diferentes com estratégias de ação distintas. Ambas as empresas, aplicam diferentes abordagens no seu processo de internacionalização. No entanto, hoje em dia as duas empresas são líderes do mercado. Esta dissertação tem como objetivo determinar as estratégias das duas empresas, avaliando a sua interligação e a razão do seu sucesso/insucesso em diferentes países.

This dissertation will consist on the analysis of the success of the internationalization of two major companies in the smartphone industry: namely the industry leaders: Apple Inc. and Samsung Electronics. The importance of this study consist in the fact that these two major companies were built in two distinctive countries, cultures, segments and are both based on different decision making. Both companies, applied different strategies and approaches to their internationalization process as well as, different market selection. However, nowadays both are bumping heads trying to reach the number one spot in themarket. Therefore, the analysis made will determine both companies´ strategies and entry decisions to then conclude the major differences between two companies that sell the same type of product. Where and why they are successful or unsuccessful in different countries, the hostility between both companies and finally how they are intertwined and need each other.