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The objective of this thesis is the design of a suitable market entry strategy for the Russian knitting market. Primarily, a middle-sized woman knitter is analysed according to its philosophy, history, business export activities, organisation and management, strength and weaknesses. Nevertheless the theoretical framework is discussed either and the variety of entry modes as well as general barriers and timing approaches. The Russian market analysis forms a basis for the strategic decisions referred to the active export commitment. International trade is not only used by global players. However, the Russian market is in the growth phase and significant changes are taking place as the decrease of production whereas retail trade increases. According to this analysis, a suitable entry strategy for a middle-sized woman knitter is made.

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Soumaia Demuth studied fashion design in Duesseldorf and afterwards Textile and Clothing Management at Niederrhein University of Applied Sciences. She worked as a design manager, buyer and in the private label development in Shanghai, Cologne and Duesseldorf. Today she lives and works in Berlin.

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