Purpose – The purpose is to show that it is necessary for a company to choose a business strategy that relies on a thorough understanding of the company setting. Design/methodology/approach – The Strategic States Model is presented and illustrated by the Ericsson case. Advices on application...

Purpose – The purpose of this paper is to present the application of the PSE model (perceived barriers to market entry; strategy competence; entry strategy) for market entry. Design/methodology/approach – The PSE model is presented and illustrated by Ericsson's entry into the mobile systems...