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The Internationalisation Process of Companies: Global Standardisation or Local Adaptation of the Marketing Mix in Different Foreign Markets
Karlstad University, Faculty of Economic Sciences, Communication and IT. Karlstads Universitet.
Karlstad University, Faculty of Economic Sciences, Communication and IT. Karlstads Universitet.
2014 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this research is to reach an understanding about the internationalisation process of companies and to what extent companies standardise or adapt their products and/or services when they start operating in foreign markets. The two possible strategies adaptation and standardisation of the marketing mix are analysed by dividing them into the separate marketing mix elements product, price, place and promotion. The aim is to discover the reasons why companies use standardisation or adaptation and to what extent they are using both strategies. 

Place, publisher, year, edition, pages
2014. , 64 p.
Keyword [en]
International Marketing, International Strategy, International Business, International Markets, Standardisation, Adaptation, Globalisation, Glocalisation, Internationalisation, Foreign Markets, Global, Local
National Category
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-33046OAI: oai:DiVA.org:kau-33046DiVA: diva2:731927
Subject / course
Business Administration
Educational program
Master Programme in Marketing (one year), 60 hp
Supervisors
Available from: 2014-07-03 Created: 2014-06-30 Last updated: 2014-07-03Bibliographically approved

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Citation style
  • apa
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