Gomes, EmanuelSousa, Gonçalo Cordeiro deWessel, Simon2022-05-272022-05-272022-01-182021-12-16http://hdl.handle.net/10362/138782The following document answers where Soft Finança (SF), a Portuguese software development company, should expand its product, “Soft Payments. ”With Covid-19 increasing adoption of digital financing, many may assume that most global markets could provide the company with immense opportunities. However, to truly identify a suitable market, the report conducts an internal and market assessment to understand the firm’s current situation and potential. With this information, a joint venture expansion into Luxembourg was identified as having the highest potential for SF, while a marketing analysis found that targeting affluent families would lead to the highest returns.engInternationalizationMarket selectionEntry strategyStrategic analysismaster thesis202973697