本論文探討奧地利新創企業如何透過理解策略與文化差異，成功進入美國市場。以露營產
業與 Campboks 作為實證案例，本研究結合文獻分析與來自中歐及北美地區創辦人的訪談
資料。研究結果顯示，文化行為——特別是在信任建立、決策方式與溝通層面——於新市
場進入過程中扮演關鍵角色。基於上述研究發現，本論文提出一套具備文化與策略適應性
的美國市場擴張實務指引，旨在協助奧地利新創企業降低不確定性，並提升其於美國市場
中長期成功的可能性。

This thesis explores how Austrian startups can successfully expand into the U.S. market by
understanding both strategic and cultural differences. Using the camping industry and Campboks as a real case example, it combines literature findings with interviews from founders Central Europe and North America. The study shows that cultural behaviors – especially in trust-building, decision-making and communication – play a major role when entering a new market. Based on these insights a practical guideline for an adaptive U.S. expansion is developed. The goal is to help Austrian startups reduce uncertainty and increase their chances of long-term success in the USA.

Thesis Validation Letter........................................................................................i
Sworn Declaration .................................................................................................ii
Chinese Abstract .................................................................................................iii
English Abstract .................................................................................................iv
Table of Contents .................................................................................................v
Table of Figures .................................................................................................vii
1. Introduction ..................................................................................................... 1
2. Literature Review ............................................................................................................ 3
2.1. The History of Startups ................................................................................................. 3
2.1.1. Startup Landscape in Austria .................................................................................... 4
2.1.2. Startup Landscape in the USA ................................................................................... 5
2.1.3. History on Founder's Behavior ..................................................................................7
2.1.4. Focus on Erin Meyer's Culture Map .......................................................................... 7
2.2. The Camping Industry ................................................................................................. 8
2.2.1. Campboks GmbH ...................................................................................................... 9
2.2.2. The Austrian Sector ................................................................................................... 10
2.2.3. The American Sector ................................................................................................. 10
2.3. Expansion to the US market ......................................................................................... 14
2.3.1. Theoretical Approach ................................................................................................ 14
2.3.2. Best Practice Examples ............................................................................................. 16 2.3.3. Focus on the Camping Industry ................................................................................ 18
3. Methodology ................................................................................ ................ 20
3.1. Structure ................................................................................. ............................ 20
3.2. Interview Guideline ................................................................................ ..................... 21
3.3. Interview Coding ................................................................................ ...................... 23
4. Analysis ................................................................................................ ..................... 25
4.1. Overview of the Empirical Data ................................................................ ............ 25
4.2. Findings of the Differences in Founders Behavior ................................................ 28
4.2.1. Dimension 1 - Communicating ......................................................................... 28
4.2.2. Dimension 2 – Evaluating ................................................................................... 29
4.2.3. Dimension 3 – Persuading ................................................................................... 30
4.2.4. Dimension 4 – Leading ........................................................................................ 31
4.2.5. Dimension 5 – Deciding ....................................................................................... 32
4.2.6. Dimension 6 – Trusting ....................................................................................... 33
4.2.7. Dimension 7 – Disagreeing .................................................................................. 33
4.2.8. Dimension 8 – Scheduling .................................................................................. 34
4.2.9. Dimension 9 – Attitude Toward Failure ............................................................ 35
5. Discussion ................................................................................... .................. 37
5.1. Expansion according to Literature Review ..................................................... 37
5.2. Expansion according to Interviews ................................................................ 39
5.3. Expansion according to a Mix of Primary and Secondary Research ................... 40
6. Conclusion .................................................................................................... 42
7. Recommendations ................................................................................. .......... 44
7.1. Step 1 – Trial Run ................................................................................ ....................... 44
7.2. Step 2 – SCRUM Process ........................................................................................... 45
7.3. Step 3 – Fully Committed Expansion ........................................................................ 45
7.4. Overview of Timetable ................................................................................................ 46
8. References ........................................................................................................... 48
9. Interview Transcripts .......................................................................................... 58

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