1. Welcome
1.1 For Sunfoods
1.2 For the Academic Reader
2. The Abstract
3. Thesis Introduction
3.1. The Aim
3.2. Research Background
3.3. The Research Topics
3.4. The Targeted Audience
3.5. Disposition
4. Research Method
4.1. The Constructive Research Method
4.2. The Research Process
4.3. Information Gathering
page 1
page 2
4.4. Export Guide and Questionnaire Construction
4.5. Analysis Method, Conclusions and Thesis Presentation
4.6. The Broad Scope of the Thesis
5. The Export Guide
5.1. Export Guide Presentation
5.2. Export Readiness
5.3. Trade Condition
5.4. Foreign Market Analysis
6. Questionnaire
6.1. Questionnaire Presentation
6.2. Export Readiness
6.3. Trade Condition
6.4. Foreign Market Analysis
7. Research Results
7.1. Export Readiness
7.2. Trade Condition
7.3. Foreign Market Analysis
8. Discussion
8.1. Export Readiness
8.2. Trade Condition
8.3. Foreign Market Analysis
9. Conclusions
9.1. Export Readiness
9.2. Trade Condition
9.3. Foreign Market Analysis
9.4. The Next Step
10. Supplements
10.1. Site Map
10.2. Glossary
10.3. The Complete Interview
10.4. Acknowledgements
10.5 Sources
4.3. Information Gathering (Page 1)
4.3.1 Information Gathering through out the Research Process
It is asserted that research should be based on existing information (Eriksson & Wiedersheim-Paul 2001, page 64). It is written that existing information can map out how different researchers have approached the same, or similar research subjects and it may give an overview of the research area (Eriksson & Wiedersheim-Paul 2001, page 64). Information search can be seen as an important part of the whole research process of the thesis. However, it is possible to claim that information-gathering is a particularly salient feature of step one, three, four and five of the research process. In step one, information is collected from the streets, shops etc. in Japan in order to find a suitable product and thus a practically relevant problem. In step three, international marketing literature, Sunfoods homepage, country specific information etc. were studied in order to obtain a deep understanding of the topic area. In step four, mainly existing guides to export and international marketing literature were studied in order to problem solving construction. Finally, in step five information about Sunfoods, Japan, Sweden and the trade relationship between the countries was collected in order to carry out the Export Guide based research.
4.3.2 Research Location
The research is conducted in Japan which means that Japan-specific information and information about Sunfoods is relatively easy to com by. Further, the location can be said to facilitate the process of finding an interesting Japanese product suitable for exporting. Field studies, on the streets and shops can be carried out very easily. Moreover, the researcher�s position as a university student in Japan can be claimed to provide plenty of opportunities to interact with Japanese people with extensive knowledge about new, innovative Japanese products. On the other hand, the access to international marketing literature books in English is limited as most books written in English are kept in library magazines, if they at all exists in Japan. Thereby, it is not possible for the researcher to rely on traditional library research to a greater extent. This is one of the reasons why Internet research plays a major part in the information gathering process.
4.3.3 Internet Research
Most of the information which the Export Guide leans against can be found on the Internet. This holds true for general export planning data as well as country- and trade related research data. It is explained that information on web-sites frequently change over time and that publication dates occasionally are missing (Eriksson & Wiedersheim-Paul 2001, page 72-74). Thus it may be difficult to verify the information at a later stage and to determine how up to date the information is. Further, it is written that it can be difficult to evaluate how trustworthy different Internet sources are (Eriksson & Wiedersheim-Paul 2001, page 66). It can thereby be considered especially important to choose Internet sources wisely. One can say that mainly websites provided by export agencies and governments in a number of countries, have been utilized for information gathering to the thesis. The guides to export research which is provided by these sources can be said to be there in order to facilitate export activities for companies within that region. The information may thus be excessively positive towards trade. However, it appears to be universally recognised by these sources that many exporting companies fail and that care must be taken. Moreover, it is asserted that the information has been collected and presented by researchers with extensive experience in the international marketing field. The sources thereby come forward as exceptionally reliable.
A perceivable risk concerning information made available by governments is that the information may be colored by political factors such as trade relationships. However, by referring to information provided by several agencies it should be possible to decrease the impact of political factors and other issues that might color the information. The Internet may be said to enable researches to compare sources to a greater extent from the home country: 'For the first time ever[because of Internet], an exporter has the opportunity to transcend his or her nationality. International traders no longer have to rely primarily on information and contact pre-screened by their own government' (www.howtoconquertheworld.com/research2.htm 2003-05-29).
