Essays about: "International marketing Marketing mix"

Showing result 11 - 15 of 41 essays containing the words International marketing Marketing mix.

  1. 11. Influences on the Adaptation and Standardization Level of Swedish MNCs in the German Market

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Tyll Wuerfel; Ellen Weiler; [2016]
    Keywords : Standardization; Adaptation; International Marketing Strategy; Sweden; Germany; MNC; Competitive Advantage; Customer Response; Economic Freedom; Consumer Perspective; Retailing; Clas Ohlson; Hardware Store;

    Abstract : The purpose of this thesis is to describe how the factors influence the level of adaptation and standardization of a marketing strategy and subsequently analyze how the factors influence the level of adaptation and standardization of Swedish MNCs’ in the German market. The relevant factors for the decision towards standardization and adaptation are found out using a framework composed by Viswanathan & Dickson (2007). READ MORE

  3. 12. The international marketing strategy of grocery retailers – the strategy of adaptation and standardization

    University essay from Högskolan Dalarna/Företagsekonomi

    Author : Anna Tseltsova; Katharin Bohnert; [2015]
    Keywords : Retail internationalization; retailing marketing mix; grocery retailer; adaptation; standardization; international marketing strategy; consumer portrait; psychic distance; physical distance;

    Abstract : Research question – The research question, that this study attempts to answer, is, what and why grocery retailers, which specifically work with the strategy of standardization, adapt in their marketing mix to the host market. Main adaptations are analyzed with regard to psychic distance in terms of consumer characteristics. READ MORE

  4. 13. HOW SAUDI ARABIA CONSUMER PERCEIVES INTERNATIONAL BRANDS THROUGH SHOP WINDOW DISPLAYS?

    University essay from Högskolan i Borås/Institutionen Textilhögskolan

    Author : MIGLE GAURILCIKAITE; [2014]
    Keywords : Consumer behaviour; visual merchandising; country of origin; window displays; Saudi Arabia; Islamic marketing; marketing; international brands.;

    Abstract : Research on consumers’ attitude on shop window displays is still a sphere that lacks attention from researchers in the field of consumer behaviour. Moreover, one of the most upcoming research fields recently is Islamic marketing field. READ MORE

  5. 14. Adaptation/Standardization of SMEs’ Marketing Mix Elements across borders

    University essay from Sektionen för ekonomi och teknik (SET)

    Author : Kostantin Valassis; Yannick de Rosen; [2013]
    Keywords : Marketing mix; adaptation; standardization; SMEs; internationalization.;

    Abstract : Nowadays, the globalization phenomena makes companies of every size think beyond domestic market. However, implement an international strategy that is efficient is not a simple task for firms. Indeed, companies have to respond to market specific context while they have different characteristics. READ MORE

  6. 15. The Relationship between Standardization/Adaptation and Performance : An Empirical Study on E-commerce Firms

    University essay from Institutionen för marknadsföring (MF)

    Author : Oliver Göransson; Björn Sahlquist; [2013]
    Keywords : International marketing strategy; standardization; adaptation; export performance contingency perspective; e-commerce;

    Abstract : The pace of globalization has increased over the last decades due to liberalization of trade policies, ease and stability of monetary systems as well as advances in transportation and information technology. Among those who have capitalized on these advances, e-commerce firms can be found. READ MORE