Essays about: "standardization and adaptation of promotion"

Showing result 1 - 5 of 7 essays containing the words standardization and adaptation of promotion.

  1. 1. The Role of Standardization and Adaptation in the Marketing Mix : A case study on a professional service firm

    University essay from Högskolan i Jönköping/Internationella Handelshögskolan; Högskolan i Jönköping/Internationella Handelshögskolan

    Author : Michelle Larsson; Karin Jakobsson; [2019]
    Keywords : Standardization; Adaptation; Marketing Mix; 7Ps; Internationalisation; Service Firm; PSF;

    Abstract : Background: The service sector has grown immensely during the last decades and the demand for services is increasing. For professional service firms (PSFs) that want to internationalize and move to other markets, it is important to know how to attract customers and how to accommodate their needs. READ MORE

  2. 2. From Sweden with love : A study of the Swedish country image and its influence on Swedish companies

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : My Nyberg; Maria Orrstenius; Amanda Wallin; [2015]
    Keywords : Sweden; Swedishness; International markets; Country image; Country of origin; COO-effect; COO-strategies; Brand; Brand identity; Promotion; Standardization; Adaptation;

    Abstract : The purpose of this thesis is to explore the influence of the Swedish country image on the standardization or adaptation of promotion of a brand in an international context and provide deeper insights and understandings concerning this subject. Therefore, in order to achieve the purpose of the thesis, the following research question will be investigated and answered: How does the Swedish country image influence Swedish companies to whether standardize or adapt the promotion of their brand in international markets?   The theoretical framework comprises theories and findings from previous research related to country image, country of origin, brand and promotion and the chapter conclude in a conceptual framework. READ MORE

  3. 3. Challenges and Market Entry Strategies : a Study of Scandinavian Companies in Japan

    University essay from Blekinge Tekniska Högskola/Sektionen för management

    Author : Therese Palmquist; [2012]
    Keywords : Entry barriers; Market entry strategy; Entry mode; Eclectic theory; OLI framework; Marketing mix; Standardization adaptation; Performance; Japan; Scandinavia ;

    Abstract : Japan, being the third largest market in the world with a population that is well educated and has a high buying power, is one of the most interesting markets for internationally active companies. However, old and recent studies show the same result; the Japanese market is also one of the most difficult to enter. READ MORE

  4. 4. Standardizing or adapting the marketing mix across culture : a study case: Agatha

    University essay from Högskolan i Halmstad/Sektionen för ekonomi och teknik (SET); Högskolan i Halmstad/Sektionen för ekonomi och teknik (SET)

    Author : Elise Meyer; Ingrid Bernier; [2010]
    Keywords : ;

    Abstract : Title:Standardizing or adapting the marketing mix across culture Authors:Ingrid Bernier and Elise Meyer Supervisor:Jean-Charles Languilaire Level:Bachelor Thesis in Business Administration, Marketing Key words:Culture, international marketing, marketing strategies, standardization and adaptation Purpose:Compare two strategies, standardization and adaptation, to show how companies manage cultural differences. Method:Our research method is a descriptive one. READ MORE

  5. 5. Services marketing in a cross cultural environment : the case of Brazil

    University essay from Högskolan i Gävle/Institutionen för ekonomi; Högskolan i Gävle/Institutionen för ekonomi

    Author : Philip Hachmeister; Andrian Satrio; [2009]
    Keywords : international services marketing; adaptation; standardisation;

    Abstract :   ABSTRACT Aim: Despite the domestic and international importance of services the research about the internationalization of services it is limited. Compared to products, services differ in nature. READ MORE