Bjorn again – A new opportunity for Björn Borg to conquer the U.S.

Sammanfattning: We found that Swedish fashion companies are ambivalent towards enhancing or concealing their country of origin. Although brand managers acknowledge Swedish country of origin effects as positive in general, their marketing communication is sometimes more focused on positioning the brand as an international label without boundaries. Generally, Björn Borg tries to capitalize on their Swedish country of origin. Resteröds rather enhance tradition and authenticity. This conflict caught our interest. Furthermore, financial muscles provide important flexibility and control of the brand when a Swedish fashion company enter a foreign market. Smaller companies have to minimize the risks and work more closely with local partners and distributors. Finally, we discovered some interesting methods about how they manage their country of origin.