Is Standardization Below the Standard? : A study of a highly standradized company adapting to the developing market of Kenya.

Sammanfattning: The goal of this study is to increase the knowledge surrounding the adaptation of highly standardized companies when it comes to entering developing markets from an already developed market. This study uses Spotify as an example when researching this topic. The research has been conducted using a mixed method where a case story about Spotify in Sweden has been built based on an interview with Spotify. This case was then compared with responses from Kenyan consumers about their perceptions of Spotify, generated through a survey. Furthermore, the current actions taken by Spotify in Kenya were also taken into consideration when analyzing the gathered data. The analysis showed that there are several opportunities for Spotify to adapt in regard to the Kenyan market. The analysis also shows that Spotify already made some changes since entering the new market in regard to how they operate. These suggested and implemented adaptations have also been compared to relevant theories in which they were supported.