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International Marketing Strategy: A qualitative study of how a company's internal factors influence choice of standardization versus adaptation
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2015 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Globalization has become an increasingly important topic over the past decades as a result of the ever-evolving trading opportunities. The increased level of globalization has resulted in an enlarged competitive environment for firms, which sets high pressure on companies of how to deal with their international marketing strategy. The main challenge is to determine if the company will benefit from applying a standardized or adapted approach. This has been a subject of much heated debate for more than a half decade among researchers, and it is still highly debated and largely unresolved. Despite the disunity, advancement within the field of research has identified internal factors that can affect a company’s choice of strategy. However, there are no prevalent empirical investigations confirming the role of these factors. Accordingly, the purpose of this thesis was to understand the role of internal factors in marketing strategy standardization and adaptation of an international company.

The study was based on theoretical framework combined with empirical findings that were collected from 5 in depth interviews with the management of Company X, one of Sweden’s most famous brands on the international market. Additionally, the company’s annual report was used to complement the findings.

The result obtained from this thesis suggests that the investigated internal factors have an affecting impact on the choice of standardization and adaptation on a firm's marketing program. Looking from a broader perspective, it can be assumed that the successful performance of Comapny X is not dependent on their implementation of standardization or adaptation of marketing strategy per se, but on their ability to achieve the appropriate fit between international marketing strategy and the context in which this strategy is implemented. 

Place, publisher, year, edition, pages
2015. , 77 p.
Keyword [en]
International Marketing Strategy, Standardization, Adaptation, Contingency Perspective, Strategic Fit
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-44103OAI: oai:DiVA.org:lnu-44103DiVA: diva2:820938
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Supervisors
Examiners
Available from: 2015-06-15 Created: 2015-06-11 Last updated: 2015-06-15Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf