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Marknadsföring mot Kina - en studie om kultur och dess variabler sett ur en marknadsförares perpektiv.
2000 (Swedish)Independent thesis Advanced level (degree of Master (One Year))Student thesis
Abstract [en]

When we were searching a topic for our master essay we met Ericsson Network Intelligence who had a subject that caught our interest. The subject concerned marketing to China. Ericsson Network Intelligence and Ericsson Infotech have had some setbacks with their marketing activities in China. They wanted to know if the Chinese culture influences the coding and the decoding in the marketing communications process. The purposes of the essay can be divided in to four steps. * From a marketer point of view examine what a culture is and what it is made of. * To examine if the culture can be divided in variables * To examine if our chosen cultural variables need to be complemented with consideration taken to the culture in China * To examine if these variables influence the marketing in China. The methodology we have used in our research is of an abductive character. The approach is a quality case study. The level of the study is an explorative strategy with a descriptive purpose. We have used a strategic choice for the interviews and have done them in a semi-structured way. We have done four reference interviews with the purpose to increase our knowledge in the subject. Our analysis is made from six interviews. The theory chapter can be divided into three different parts. In the introductory part we discuss different aspects of culture. We made a choice to view culture through a mixture of abstract and concrete variables. These variables come from Hollensen, Czinkota and Ronkainen. The variables are as follows: Language, customs, technology and material variable, social institutions, education, values and attitudes, aesthetic and religion. In the second part of the theory chapter we present the Marketing communication process. The model comes originally from Assael and we have modified it with elements from Kotler and Peter and Olson. In the last part of the theory we create a synthesis which we will use in the investigation. The synthesis is a mixture of culture variable and the Marketing communication model. We have two kinds of data presentations in our study. The first one is an abstract from the extensive one. We will refer this as keyword presentation. The second one is extensive, why we decided to put it in the appendix. The conclusions from the data are that our definition of culture is ok and it is one of many. An other conclusion is that it is possible to view a culture through the variables that we chosen. Through our interviews there have been suggestions that we need to complement these variables with ethics and environment when we study the Chinese culture. The last conclusion is that all variables are affecting the communication process. That is why a marketer should take these variables into consideration when a printed message is transmitted to China.

Place, publisher, year, edition, pages
2000. , 69 p.
Identifiers
URN: urn:nbn:se:kau:diva-51937Local ID: FEK D-29OAI: oai:DiVA.org:kau-51937DiVA: diva2:1100436
Subject / course
Business Administration
Available from: 2017-05-29 Created: 2017-05-29

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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
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  • text
  • asciidoc
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