Key Success Factors for Establishing Resilient Export Strategies

Abstract

This thesis investigates the key success factors for TGW Logistics’ Distributor Business Unit (DBU) in developing export strategies that are effective and resilient. The DBU is a Business Unit within TGW Logistics and acts as a distribution partner of mechanical equipment for System Integrators worldwide. In 2030, DBU will focus its strategy on specific countries that were previously evaluated. The goal of this work is to support this expansion through a structured framework that combines academic insights with practical tools. The problem addressed is the lack of an existing framework that combines aspects like market entry strategies and risk management into a model for decision making. The motivation comes from the need for practical and adaptable tools to manage the growing demands of international expansion. While the literature discusses frameworks for export readiness and performance, a significant research gap exists in practical tools that can be applied directly in daily sales activities. To address this gap, this thesis investigates three research questions: identifying the DBU’s key success factors, defining criteria for assessing export feasibility in various countries, and understanding common challenges in international projects to derive a structured framework. The methodology combines literature review and qualitative empirical research based on ten expert interviews with different departments within TGW. This qualitative approach ensures that the insights are practical and relevant to DBUs context. The thesis applies the Double Diamond (British Design Council 2005) to ensure a clear structure in the development of the research and framework. The result integrates competitiveness theory (Single Diamond (Porter 1990) and the Double Diamond (Rugman and D´Cruz 1993)) with main trade risks (Grath 2008), bridging the gap between academic theory and operational reality. It identifies specific criteria for feasibility, risks, and operational readiness that will guide DBU in international projects. The main insights derived include the importance of cross-functional alignment, the proactive identification of risks, and the use of tools for continuous monitoring of international market environments. The limitations include the scope of data only within TGW and qualitative risk assessment rather than quantitative one. Future research should further validate the framework across industries and integrate additional quantitative risk indicators. For managers, the framework recommends developing cross-departmental collaboration and to continuously assess risks and opportunities in export markets. The PREP framework can be used as a basis to refine and update country-specific checklists, to ensure that evaluations remain relevant and tailored to local conditions and changing regulatory. Overall, this thesis provides a comprehensive and adaptable framework to support TGW’s DBU in mitigating risks and seizing new export opportunities, contributing both to academic research and managerial practice in international B2B projects.

Datum der Bewilligung	2025
Originalsprache	Englisch
Betreuer/-in	Harald Josef Hammer (Betreuer*in)