INTERNATIONAL MARKETING STRATEGYOF INNOVATIVE COMPANIESFOR NEW MARKETS WITH CULTURAL DIFFERENCES : - Swedish Companies -

Abstract: Nowadays, companies should pay attention to improving competitive advantages such as innovation and internalization to get over the crisis. This paper shows the problems, in terms of ‘cultural differences’, which innovative and international companies could face during strategic marketing process in abroad. To overcome cultural differences and achieve success in different market, they could adapt their marketing strategies. Therefore, the main purpose of this thesis is to understand how international established innovative companies overcame cultural differences through Strategic Marketing processes. To set theoretical background, literature reviews which are about strategic marketing process and culture are dealt with. Based on the discussions, the conceptual framework which explains influences of culture to international strategic marketing process and the firms’ decision as the outputs is created. The research method used in this thesis is based on developing case studies which are relevant to answer purpose of thesis. Companies which fit into criteria - Be Swedish, innovative, international - are chosen and case studies about the companies’ situation are developed. It is based on the secondary data from a qualitative point of view. Based on previous studies, conclusions are derived. Conclusion for each case is summarized and cross analysis for related cases is following. Finally, general conclusion is shown and we answer the purpose of the thesis. Besides, quality of thesis and further research are suggested as well.