Sökning: "Katharin Bohnert"

Hittade 1 uppsats innehållade orden Katharin Bohnert.

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

    Magister-uppsats, Högskolan Dalarna/Företagsekonomi

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

    Sammanfattning : 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. LÄS MER