Essays about: "International Marketing and domestic marketing"

Showing result 1 - 5 of 27 essays containing the words International Marketing and domestic marketing.

1. 1. “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

3. 2. The influence of social media on the travel decisionmaking behavior of Ethiopian educational tourists in Poland : The case of Ethiopian educational tourists in Poland

   University essay from Högskolan Dalarna/Institutionen för kultur och samhälle

   Author : Taleyihun Tadese Wendemagegnehu; [2021]
   Keywords : Social media marketing; Ethiopian educational tourists; Poland’s educational tourism; social media platforms; Decision-making behavior; Tourist’s motivation; Likert scale; Quantitative data;

   Abstract : The impact of international mobility and globalization on universities has led to a greater need for students. Thus, throughout students stay in their destinatio ncountry, prospective students access a variety of sources of information and make simultaneous decisions about where to travel; decision making is required at everystage of the travel process (pre-travel, during travel, and post travel). READ MORE

4. 3. Is Overseas Political Challenge Always Harmful to Chinese Multinationals? - Implications on Chinese Purchase Willingness

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Hanzhang Jin; Yuchen Liu; [2021]
   Keywords : Overseas political challenge; Consumers purchase willingness; Brand awareness; Brand image; Chinese multinationals; Signaling theor;

   Abstract : Multinationals are subject to questioning about organizational legitimacy issues by foreign governments when expanding overseas. This issue has become more prevalent over the past two decades with the rapid development of emerging countries and the exponential expansion in outward foreign direct investments from the firms of these emerging countries. READ MORE

5. 4. Internationalisation of Swedish SMEs : A Multiple-Case Study on How Swedish SMEs Can Expand to International Markets

   University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

   Author : Peter Nilsson; [2020]
   Keywords : Internationalisation; SME; Market Selection; Entry Modes; Customer Acquisition; Branding; Employer Branding;

   Abstract : The need for Swedish SMEs to expand beyond their limited domestic market grows, spurred on by fading barriers to international trade. Often consisting mainly of engineers without marketing experience, the SMEs cannot afford to recruit expertise in internationalisation. READ MORE

6. 5. Internationalisation and international marketing in practice : three case studies of small and medium-sized B2B companies

   University essay from Högskolan Kristianstad/Fakulteten för ekonomi

   Author : Anna Åkesson; [2020]
   Keywords : International marketing; Internationalisation; Small and medium-sized businesses; B2B; Standardisation and Adaptation; Marketing Mix; 4 p’;

   Abstract : Because of an increased Globalisation, it is no longer a question whether or not to operate on an international level. Globalisation refers to the fact that companies do not only compete with local companies; they also compete with companies that invade the domestic market. READ MORE