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Standardisering eller anpassning, styr storleken strategin i det internationella varumärkesbyggandet?
Holmberg, Björn
Halmstad University, School of Business and Engineering (SET).
Olofsson, Peter
Halmstad University, School of Business and Engineering (SET).
Oskarsson, Klas
Halmstad University, School of Business and Engineering (SET).
2004 (Swedish)
Independent thesis Basic level (degree of Bachelor)
Student thesis
Abstract [sv]
Varumärkets ökade betydelse och globaliseringens konsekvenser med öppnade marknader och en mer internationell konkurrens har legat till grund för vår forskning. International brandling, ordet som bäst beskriver vårt ämnesval studeras oftast utifrån ett storföretags perspektiv. Vår studie har istället inriktning mot småföretag, då även mindre företag idag söker sig utom- lands för att finna nya marknader. Vår frågeställning lyder: Hur arbetar småföretag med begränsade resurser när de implementerar sitt varumärke på en ny geografisk marknad? Påverkar företagets storlek vak av strategi, anpassning eller standardisering?
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2004.
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URN:
urn:nbn:se:hh:diva-12140
Local ID: U11180
OAI: oai:DiVA.org:hh-12140
DiVA, id:
diva2:367285
Uppsok
Social and Behavioural Science, Law
Note
Denna uppsats kan beställas från arkivet / This paper can be ordered from the archive. Kontakta / Contact: arkivet@hh.se
Available from:
2010-11-09
Created:
2010-11-09
Bibliographically approved
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modern-language-association-8th-edition
vancouver
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modern-language-association-8th-edition
vancouver
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de-DE
en-GB
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nn-NB
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