Sökning: "international marketing and culture"

Visar resultat 1 - 5 av 81 uppsatser innehållade orden international marketing and culture.

  1. 1. A case study of the Dubai e-commerce market - how cultural impacts within business contexts, and marketing activities should be considered when Swedish businesses seek to enter

    Master-uppsats, Göteborgs universitet/Graduate School

    Författare :Rebecca Hering; Sarah Abaid; [2019-07-03]
    Nyckelord :Entering foreign markets; E-commerce; Cultural impact in international business contexts; Marketing activities;

    Sammanfattning : MSc in Marketing and Consumption.... LÄS MER

  2. 2. The Role of Foreign Market Knowledge in Internationalization of B2B Born Global SMEs : A Case Study of Deep Tech Companies

    Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Författare :Viktoria Gnatenko; Chenyu Huang; Simon Olsson; [2019]
    Nyckelord :Internationalization process; Foreign market knowledge; Foreign market entry; Globalization; Born Globals; Small and medium sized enterprises SMEs ; Entry modes.;

    Sammanfattning : The subject of internationalization of Born Global small and medium-sized enterprises (SMEs) that start cross-border business operations shortly after the company’s foundation has received growing scholarly attention in the last decades. Although the research of the influence of the market knowledge - information a firm has about a specific foreign market, on internationalization decisions was developing rapidly to account for the challenges of the established internationalization theories, multi-factor comprehensive analysis of the influence of all the interlinked factors of the market knowledge remains overlooked by research. LÄS MER

  3. 3. A global brand imagery context on consumers’ willingness to purchase and pay price premium: the EuroAsia telecommunication sector

    Master-uppsats, Göteborgs universitet/Graduate School

    Författare :Adam Oskarsson; Andreas Rosander; Pattapong Wirungruangkul; [2018-07-03]
    Nyckelord :Price premium; Purchase intention; Brand imageries; Brand equity; Telecommunication; Smartphones;

    Sammanfattning : MSc in Marketing and Consumption.... LÄS MER

  4. 4. Signs From Above

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Agnes Nilsson; Thomas McCahan; [2018]
    Nyckelord :In-store Marketing; Cross-cultural Marketing; Multilingual Marketing; Symbols; Icons; Semiotics; Contemporary Symbols; Emoji’s; Cosmopolitanism; Business and Economics;

    Sammanfattning : This thesis looks into cross-cultural in-store marketing and how, with the use of contemporary symbols, marketing messages can cross language barriers. In the context of cosmopolitan cities with large populations of international inhabitants, being able to market to all individuals regardless of linguistic abilities and cultural backgrounds is critical for firms to stay competitive. LÄS MER

  5. 5. Cultural Influence in Advertising : A Comparative Analysis of IKEA’s Video Advertising in Sweden and Japan

    Magister-uppsats, Högskolan i Jönköping/HLK, Medie- och kommunikationsvetenskap

    Författare :Annika Reitz; [2018]
    Nyckelord :Culture; Cross-cultural Research; Advertising; Marketing; Standardization; Adaptation; Hofstede;

    Sammanfattning : International marketing activities have a great impact on the prosperity and competitiveness of multinational companies (Akgün, Keskin, & Ayar, 2014). That is why the design of marketing activities is especially important. Researchers claim for cultural sensitivity. LÄS MER