Sell Direct Everywhere Case

TrekkSoft: Sell Direct Everywhere Case

Part 1:

Describe TrekkSoft’s internationalisation process, using the Uppsala Model (Johanson & Wiedersheim-Paul, 1975), and discuss the implications of International Trade theories and Foreign Direct Investment theories for TrekkSoft’s establishment chain.

Part 2:

Describe TrekkSoft’s international corporate level strategy overtime, and discuss the implications for local responsiveness, global integration, and regional expansion.


  • Greenberg, E., Hirt, M. & Smit, S., 2017, ‘The global forces inspiring a new narrative of progress’, McKinsey Quarterly.
  • Levitt, T 1983, ‘The globalization of markets’, Harvard Business Review, 61, 3, pp. 92-102.
  • Johanson, J, & Wiedersheim-Paul, F 1975, ‘THE INTERNATIONALIZATION OF THE FIRM — FOUR SWEDISH CASES’, Journal Of Management Studies, 12, 3, pp. 305-322
  • Morgan, R.E., Katsikeas, C.S., 1997. Theories of international trade, foreign direct investment and firm internationalization: a critique. Management Decision 35, 68–78.
  • Porter, ME 1990, ‘The Competitive Advantage of Nations’, Harvard Business Review, 68, 2, pp. 73-93. (Available from the library)
  • Ghemawat, P 2005, ‘Regional Strategies for Global Leadership’, Harvard Business Review, 83, 12, pp. 98-108. 


Approximately 250 words