Essays about: "International Marketing culture"

Showing result 1 - 5 of 63 essays containing the words International Marketing culture.

1. 1. Cultural Impact on Standardization/Adaptation of the Marketing Mix - A Qualitative Study on MNEs in the Sportswear Industry

   University essay from Göteborgs universitet/Graduate School

   Author : Matilda Arvidsson; Ruben Strandberg; [2022-07-05]
   Keywords : The Integration-Responsiveness Framework; Globalization; Localization; Standardization; Adaptation; Cultural Difference; Marketing Management; International Marketing;

   Abstract : In order for an international business to grow and secure competitive advantages, firms have to exploit and expand to new markets and pinpoint the importance of international marketing. Local market demand is highly related to cultural differences and consumer preferences which raises the dilemma whether firms should adapt their marketing mix to the new local market or use a cost-effective standardized model that is based on their host market. READ MORE

3. 2. “Are you Danish enough to be in a beer commercial?” : a selective analysis of representation and national branding in Danish beer advertising, 1980-2020

   University essay from Lunds universitet/Medie- och kommunikationsvetenskap; Lunds universitet/Institutionen för kommunikation och medier

   Author : Bjarke Røn Knudsen; [2022]
   Keywords : national branding; brand culture; cultural citizenship; alcohol; beer; brand loyalty; cultural capital; cultural representation; alibi marketing; print advertising; qualitative content analysis; brand recognition; media authenticity; brand authenticity; media resistance; brand resistance; involuntary reception; jaded knowing; exoticism; commodification; semiotics; Social Sciences;

   Abstract : When brands like Carlsberg or Royal draw upon the national brand of Denmark, they not only run the risk of reception resistance, but also of challenges to their claims of cultural legitimacy from the same consumer public they hope to entice, be it domestic or international. Through qualitative content analysis of a sample comprising mainly of print media collected from domestic sources, the author investigated the representation of and references to Danish cultural citizenship and national branding in a representative selection of beer advertisements from the Carlsberg and Royal Unibrew corporations, dating from 1980-2020. READ MORE

4. 3. The authenticity of Swedish Craft Gin : A multimodal analysis of marketing of Swedish Craft Gin for international audiences

   University essay from Örebro universitet/Institutionen för humaniora, utbildnings- och samhällsvetenskap

   Author : Anton Freij; [2022]
   Keywords : Swedish Craft Gin · Culture · MCDA · Multimodality · Authenticity ·Locality;

   Abstract : This thesis aims to investigate how Swedish Companies can appropriate products that have strong cultural connections towards other nations or cultures and reintroduce them onto an international market in an authentic way, with emphasis on their Swedish locality. To do this, the study used the booming market of Swedish Craft Gin Distilleries. READ MORE

5. 4. Cultural awareness for competitiveness in the global market  IKEA’s Japan adventures as case study

   University essay from Linnéuniversitetet/Institutionen för organisation och entreprenörskap (OE)

   Author : Yulia Lindholm; [2022]
   Keywords : Culture; Culture awareness; Globalization; Marketing Mix; Adaptation; Standardisation; Case Study;

   Abstract : In internationalisation, entering new markets is a challenging and risky process.  There are various factors to consider when planning a strategic approach to meet the demand and preferences of customers in a foreign market. To meet this challenge, knowledge of the new market plays a major role in the outcome of internationalization. READ MORE

6. 5. The Influence of Social Media Content on Youth Tourism: Can Culture Play a Role?

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Nadezhda Tsankova; Iva Pervan; [2020]
   Keywords : social media; youth tourism; cultural differences; Business and Economics;

   Abstract : This thesis aims to investigate the influence of social media content on youth tourism by assessing the perceptions of youth travelers from four countries - Bulgaria, Croatia, Sweden, and the Netherlands. Therefore, the purpose of this thesis is to examine the cultural differences of youngsters’ attitudes towards social media use in travel planning. READ MORE