Sökning: "Ruben Strandberg"

Hittade 1 uppsats innehållade orden Ruben Strandberg.

  1. 1. Cultural Impact on Standardization/Adaptation of the Marketing Mix - A Qualitative Study on MNEs in the Sportswear Industry

    Master-uppsats, Göteborgs universitet/Graduate School

    Författare :Matilda Arvidsson; Ruben Strandberg; [2022-07-05]
    Nyckelord :The Integration-Responsiveness Framework; Globalization; Localization; Standardization; Adaptation; Cultural Difference; Marketing Management; International Marketing;

    Sammanfattning : In order for an international business to grow and secure competitive advantages, firms have to exploit and expand to new markets and pinpoint the importance of international marketing. Local market demand is highly related to cultural differences and consumer preferences which raises the dilemma whether firms should adapt their marketing mix to the new local market or use a cost-effective standardized model that is based on their host market. LÄS MER