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Culture in International Positioning
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
2008 (English)Independent thesis Advanced level (degree of Master (One Year))Student thesis
Abstract [en]

The concept of positioning was first highlighted by Trout and Ries in an article published in 1971 and has since then been a well-studied subject. However, little study has been made regarding the way the positioning strategy changes depending on which country the company is about to enter. The purpose of this master dissertation is thus to investigate culture’s role as a driving force in international positioning.

The theoretical framework consists of the foundations of the positioning process and international marketing literature about cross-cultural theories. These theories are put together in an analytical model where a connection between the two theories is illustrated that will be used as a foundation in gathering and analysing the empirical data.

In a qualitative approach, the empirical data was gathered through semi-structured telephone interviews with the Marketing Directors or a corresponding title of five different Swedish international companies. These findings were also complemented with secondary data such as web pages and annual reports of the companies.

The findings of the study showed that cultural differences are considered to some extent and have resulted to an entirely new positioning strategy for one of the researched companies and to changes in the strategic tools made for consolidating the position in two additional companies. In the two remaining companies, culture has not been a driving force and the companies have thus not considered this in their positioning in international markets.

Place, publisher, year, edition, pages
Högskolan i Halmstad/Sektionen för Ekonomi och Teknik (SET) , 2008.
Keywords [en]
positioning, international positioning, cross-cultural marketing, multiple case studies
Identifiers
URN: urn:nbn:se:hh:diva-1751Local ID: 2082/2146OAI: oai:DiVA.org:hh-1751DiVA, id: diva2:238969
Uppsok
Social and Behavioural Science, Law
Available from: 2008-08-15 Created: 2008-08-15 Last updated: 2008-08-15

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • 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