Market share in the Norwegian grocery sector : a study of internal factors that affect market share

Abstract

This thesis is an exploration of internal factors on headquarter level, on what effect market share. This thesis is based on the Norwegian grocery sector. The actors in the Norwegian grocery sector have over the years gotten fewer and fewer with bigger market share. All the factors independent variables have been written about by many scholars in some of the independent variables I have chosen to look at big international scholars but in other cases I have chosen the leading Norwegian scholar in the field. Like in the independent variable, franchising I have had my focus in the literature review on the leading Norwegian scholar Nilssen . Supplemented by other scholars. In my research on the literature review look at a Norwegian scholar I have the opportunity to look at local factors. From the quantitative analysis done I have been able to identify a few factors that are significant in relations to market share. The result on the umbrella level where better than on the concept level. These factors are informative for foreign firms that want to establish them self in this industry in Norway. These factors are also interesting for companies that challenges the way that the actors in the Norwegian grocery sector, actors that offer grocery’s online. All my findings are being reinforced by the scholars I have researched in my literature review which are making my thesis a stronger contribution to the academia.