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Culture and advertising: A comparative study of culture's effect on communication towards a local market
Växjö University, Faculty of Humanities and Social Sciences, School of Management and Economics.
Växjö University, Faculty of Humanities and Social Sciences, School of Management and Economics.
Växjö University, Faculty of Humanities and Social Sciences, School of Management and Economics.
2008 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Abstract

Bachelor thesis in Business Economics.

School of Management and Economics, Växjö University. Marketing, FE3903. HT2007

Authors: Per Ingelsberg, Frances Mae Lintag, Kajsa Lövgren

Tutor: Sarah Philipson

Title: Culture and advertising– a comparative study of culture’s effect on communication towards a local market.

Background: When entering a new market, a company needs a good understanding of country specific market conditions, as well as cultural characteristics of the customers in that market. One culture may differ very much from another, influencing how the customers will interpret messages sent by the company. Culture is often of decisive importance for succeeding or failing in the target market.

Purpose: The purpose of this study is to investigate the impact of culture has on decisions involving communication and on brand images. The aim is to understand why certain companies choose to pursue an adapted global marketing strategy versus a standardized global marketing strategy and what their decisions are based on.

Delimitations: This thesis is focused on McDonalds and Starbucks and their communication strategies, in terms of advertising in China and England.

Method: Semi-structured qualitative telephone interviews were conducted as the primary source of empirical data. The respondents were key individuals within McDonalds and Starbucks as well as external sources who were knowledgeable of the local culture and the companies.

Conclusions: There is no definite answer to how a company should deal with cultural differences. Depending on the company’s strategy, attitude, along with their abilities and resources, they will pursue the right degree of standardisation or adaptation.

Suggestions to further research: Research can be made on the effects of Starbucks’s rapid expansion strategy. Is the brand in risk of becoming diluted as a result of a too fast expansion? If so, what will be Starbucks’s next move? Is market share worth more than the brand?

Place, publisher, year, edition, pages
2008. , p. 67
Series
Reports from Växjö University: Business administration and economics, ISSN 1404-0468
National Category
Business Administration
Identifiers
URN: urn:nbn:se:vxu:diva-1818OAI: oai:DiVA.org:vxu-1818DiVA, id: diva2:205679
Uppsok
samhälle/juridik
Supervisors
Examiners
Available from: 2008-01-22 Created: 2008-01-22 Last updated: 2010-03-10Bibliographically approved

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CiteExportLink to record
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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
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More styles
Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
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Output format
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