Sökning: "international marketing and culture"

Visar resultat 1 - 5 av 79 uppsatser innehållade orden international marketing and culture.

  1. 1. 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

  2. 2. 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

  3. 3. 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

  4. 4. The important part is that we have established a relationship, then we can conduct business : Cultural conflicts and dilemmas in international business

    Kandidat-uppsats, Högskolan Kristianstad/Sektionen för hälsa och samhälle; Högskolan Kristianstad/Sektionen för hälsa och samhälle

    Författare :Lucas Christensson; Oskar Svensson; [2017]
    Nyckelord :Key account management; Relationship Marketing; Cultural conflicts; Cultural dilemmas; Crosscultural communication;

    Sammanfattning : Recent literature state that the relationship between buyers and sellers has gained more and more importance in business-to-business segments. The distribution of products may even end up in the shadow of these important relationships. LÄS MER

  5. 5. The Influence of Organisational Culture on Dynamic Marketing Capabilities : A case study in the e-tail industry

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

    Författare :Anne Herzig; Maria Karlsson; [2017]
    Nyckelord :Dynamic capabilities; dynamic marketing capabilities; organisational culture; the competing values framework; e-tail; retail. international marketing;

    Sammanfattning : Purpose and research question: The purpose of this research is to explore how dynamic marketing capabilities in international e-tail companies are influenced by organizational culture. Furthermore, the aim is to contribute to the theoretical field of marketing capabilities, as well as providing practical implications to managers in international e-tail companies. LÄS MER