Consumerism feeds the dragon : A multi-case study of how Swedish firms can increase consumption of products in China

Abstract: Title: Consumerism feeds the dragon Authors: Cecilia Jedenberg and Vincent Tollesson Supervisor: Clarinda Rodrigues Examiner: Soniya Billore Course: Bachelor thesis with specialization in International business, Linnaeus University, Kalmar, VT2016, 2FE51E. Thesis name: Consumerism feeds the dragon - A multi-case study of how Swedish firms can increase consumption of products in China. Research question: How should Swedish firms develop their global brand strategy in order to increase consumption of products in China? Purpose: The purpose of this thesis is to investigate how Swedish firms can increase consumption of products by developing their global brand strategy to meet the changing consumer behavior and increasing competition deriving from the emerging phenomenon consumerism in China. Methodology: The thesis have used a deductive approach as well as qualitative research method. The data have been gathered through semi-structured interviews conducted over telephone and Skype. Results and conclusions: We have identified two main key areas for Swedish firms to focus their global brand strategy on which are brand positioning and brand equity. Swedish firms need to analyze both the Chinese consumer behavior and the competition simultaneously in each region and industry in China to decide on their brand positioning and have the greatest impact on brand equity. Moreover, Swedish firms need to find the balance between being a local or a global brand. Theoretical and practical contributions: Our thesis will contribute to the theory by filling some existing knowledge-gaps. A theoretical contribution has been made of how Swedish firms should meet the consequences deriving from consumerism by developing their global brand strategy. In practical terms, this thesis moreover has contributed to an understanding for what key areas Swedish firms should focus on and develop in China within their global brand strategy in order to increase consumption of products. Keywords: Consumerism, global brand strategy, consumer behavior, competition, consumer driven economy, China.