Sökning: "international marketing and culture"

Visar resultat 1 - 5 av 91 uppsatser innehållade orden international marketing and culture.

  1. 1. Läs dig bättre: En analys av skapandet och mottagandet av bästsäljande självhjälpsböcker

    Kandidat-uppsats, Lunds universitet/Förlags- och bokmarknadskunskap

    Författare :Elsa Wallerö; [2023]
    Nyckelord :Förlagskunskap; marknadsföring; mottagning; självhjälpslitteratur; bästsäljare; sociala medier; TikTok; Publishing studies; marketing; reception; self-help books; bestsellers; social media; Cultural Sciences;

    Sammanfattning : The market for self-help books has rapidly expanded and gained influence over the last couple of years, partially due to social media users increasing the genres status on the book market. This essay will look at three different bestselling books within the genre: Atomic Habits, The Body Keeps the Score, and The Subtle Art of Not Giving a F*ck. LÄS MER

  3. 2. 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

  4. 3. "Blott Sverige svenska krusbär har" : En kvalitativ studie om nation branding av svensk måltidskultur

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

    Författare :Jogér Sebastian; [2022]
    Nyckelord :turism; måltidsturism; marknadsföring; måltidskultur; kultur; mat; foodie; nation branding; storytelling; profilering;

    Sammanfattning : This candidate thesis contains a qualitative study of how Sweden markets its gastronomicculture internationally through nation branding. The study was conducted through adeductive research approach. Through nation branding, Sweden has become the new, littlestar on the gastronomic world scene. LÄS MER

  5. 4. Standardisering eller lokalisering? : En jämförande studie av två modeföretag i olika prisklassers anpassning i Kina

    Kandidat-uppsats, Södertörns högskola/Företagsekonomi

    Författare :Mattias Odell; [2022]
    Nyckelord :Standardization; localization; China; international marketing; price brackets; expensive; cheap;

    Sammanfattning : Cultural differences lead companies to either standardize or localize their marketing when internationalizing into other countries. The purpose of the study is to gain a deeper and broader understanding of how western brands market themselves in China. LÄS MER

  7. 5. “Are you Danish enough to be in a beer commercial?” : a selective analysis of representation and national branding in Danish beer advertising, 1980-2020

    Master-uppsats, Lunds universitet/Medie- och kommunikationsvetenskap; Lunds universitet/Institutionen för kommunikation och medier

    Författare :Bjarke Røn Knudsen; [2022]
    Nyckelord :national branding; brand culture; cultural citizenship; alcohol; beer; brand loyalty; cultural capital; cultural representation; alibi marketing; print advertising; qualitative content analysis; brand recognition; media authenticity; brand authenticity; media resistance; brand resistance; involuntary reception; jaded knowing; exoticism; commodification; semiotics; Social Sciences;

    Sammanfattning : When brands like Carlsberg or Royal draw upon the national brand of Denmark, they not only run the risk of reception resistance, but also of challenges to their claims of cultural legitimacy from the same consumer public they hope to entice, be it domestic or international. Through qualitative content analysis of a sample comprising mainly of print media collected from domestic sources, the author investigated the representation of and references to Danish cultural citizenship and national branding in a representative selection of beer advertisements from the Carlsberg and Royal Unibrew corporations, dating from 1980-2020. LÄS MER