Essays about: "International Marketing national culture"

Showing result 1 - 5 of 11 essays containing the words International Marketing national culture.

  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. 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

  4. 3. The Impact of Culture on Leadership in Healthcare Services : The case of Elekta-Greece

    University essay from Högskolan i Gävle/Företagsekonomi

    Author : Emmanouil Chatzidakis; Mustapha Issa El freiji; [2016]
    Keywords : National Culture; Leadership; Leadership Styles; Healthcare; Elekta; Greece; Filotimo;

    Abstract : Purpose: The purpose of this study is to comprehend and analyse the impact of national culture on leadership within the healthcare industry. Method: This is an exploratory research in which qualitative data have been used. Interviews have been held with employees at Elekta-Greece EPE, Athens in Greece. READ MORE

  5. 4. Value networks in the Colombian small-scale textile artisanal sector

    University essay from Högskolan i Borås/Institutionen Textilhögskolan

    Author : ELIANA MARIA SANCHEZ ALDANA; [2013]
    Keywords : Artisanal products; value networks; small-scale enterprises; competitiveness; small-scale value networks management; design management; socio-cultural sustainability;

    Abstract : In this research, I report and analyze the experiences of people working with small-scale enterprises in the Colombian textile artisanal sector for understanding how artisanal products are delivered to national and international markets. The data was collected by interviewing design managers and managers currently working with several of these small-scale enterprises. READ MORE

  6. 5. Services Marketing in a Cross-Cultural Environment – The Case of Elekta in Russia

    University essay from Avdelningen för ekonomi

    Author : Maria Zaytseva; Alena Bazyleva; [2012]
    Keywords : Elekta; Gamma Knife; Russia; Services Marketing; Services characteristics; Network; Trust; Adaptation; Standardization; Culture; Organizational structure;

    Abstract : ABSTRACT Title: Services Marketing in a Cross-Cultural Environment – The Case of Elekta in Russia Level: Final assignment for Master Degree in Business Administration Authors: Alena Bazyleva and Maria Zaytseva Supervisor: Dr. Maria Fregidou-Malama Aim: The aim of this research is to investigate how the products and services of the Swedish company Elekta are marketed in Russia, a country with cultural environment different from Sweden. READ MORE