Essays about: "the importance of culture in international marketing"

Showing result 11 - 15 of 23 essays containing the words the importance of culture in international marketing.

1. 11. Advertising execution styles as a reflection of culture : Cross-cultural analysis of messaging app advertising preferences in South Korea and China

   University essay from Umeå universitet/Företagsekonomi

   Author : Sofia Kivinen; [2014]
   Keywords : Marketing communication; advertising execution; culture; international marketing; advertising likability; perception; mobile messaging application; social media; China; South Korea;

   Abstract : Increased globalization and the thought of converging values has lead marketing practitioners and academics to consider more standardized approaches to marketing and advertising strategies. Even though cultures seem to evolve closer to each other, cultural diversity still exists. READ MORE

3. 12. Cross-cultural differences in brand image perception

   University essay from IT-universitetet i Göteborg/Tillämpad informationsteknologi

   Author : Emelie Jansson; [2013-09-20]
   Keywords : Brand; brand image; brand associations; brand perception; brand identity; brand personality; culture; intercultural communication; cultural dimensions; marketing; marketing communications;

   Abstract : Problem – International companies need to become more aware of differences within cultures and consumer behavior to stay competitive in today’s business environment. Even though international companies aim to communicate the same image of global brands across different cultures, the image of those brands may still be perceived differently due to differences in cultural values. READ MORE

4. 13. SHAPE ME UP! : A study of how leaders in the Swedish financial sector can use their personal brand to shape the corporate brand.

   University essay from Sektionen för ekonomi och teknik (SET)

   Author : Amanda Elg; My Engdahl; [2013]
   Keywords : Leadership; personal brand; corporate brand; Ledarskap; personligt varumärke; företagsvarumärke;

   Abstract : Title                                 Shape me up! – A study of how leaders in the Swedish financial sector can use their personal brand to shape the corporate brand Course                             Master Thesis (60 credits) in Business Administration; Strategic Management and Leadership, International Marketing Authors                           Amanda Elg and My Engdahl Supervisors                      Maya Hoveskog and Ingemar Wictor Keywords                        Leadership, personal brand, corporate brand Problem formulation       ”How can a leader in the Swedish financial sector use the personal brand to shape the corporate brand?” Purpose                            The aim of this study is to describe the importance of the leader’s personal brand within the Swedish financial sector. Further, this study aims to explore how the personal brand of a leader can contribute to shape the corporate brand from an internal perspective, in aspects such as organisational culture and visions. READ MORE

5. 14. BRANDSCAPE – några marknadsföringsstrategier för offentliga rum i Malmö och Manchester

   University essay from SLU/Landscape Architecture (until 121231)

   Author : Stina Klyft; [2012]
   Keywords : brandscape; branding; city marketing; urban politics; Malmö; Manchester; Sagolekplatsen; Exchange Square;

   Abstract : Stora förändringar har skett i vårt samhälle där globaliseringsprocesser har fört samman nationer och dess ekonomier. Marknadsplatser har smälts samman till en global marknadsplats och skapat ett beroendeförhållande mellan världens nationer. READ MORE

6. 15. Global marketing advertising with cultural differences : How can global companies better address cultural differences in marketing advertising in the Middle East?

   University essay from IHH, Företagsekonomi

   Author : Ismail Cimendag; Erkan Yalcin; [2012]
   Keywords : Globalisation; Global; International Marketing; Culture; cultural difference; Middle East; Global companies;

   Abstract : The authors realized the importance of being flexible in cultural values in the current environment of today’s economy. This environment is called ‘globalization’ that has become an interesting topic in the academic world. Beyond the different challenges, the most important challenge regarding to the thesis topic is the cultural challenge. READ MORE