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International advertising strategy in China: case studies of two Swedish companies
2001 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The increased globalization makes competition more intense and it is therefore becoming more and more essential to have an appropriate advertising that suits different markets. This is especially important in a country like China, since it differs a lot from the rest of the world. The aim of this thesis is to gain a better understanding of international advertising strategies used by Swedish companies in China. In order to reach our purpose, we have conducted a multiple case study of two Swedish companies. We have used interviews and documentation to collect data. Our study shows that Swedish companies use a contingency approach on the Chinese market. From our study we can conclude that the main reasons companies have for standardizing parts of the advertising, are to create a uniform brand name and company image as well as to reduce costs. The companies adapt other parts since there are differences in culture, mentality and product usage between the two countries. We also saw that the cultural, legal and competitive environments as well as customers’ profile and their knowledge about the product are factors that influence the choice of advertising strategy. Furthermore, the companies’ financial situation and international experience affect the choice of advertising strategy on the Chinese market.

Place, publisher, year, edition, pages
2001.
Keywords [en]
Social Behaviour Law, international advertising, advertising strategy, China, standardization, adaptation, reasons, influencing factors
Keywords [sv]
Samhälls-, beteendevetenskap, juridik
Identifiers
URN: urn:nbn:se:ltu:diva-46841ISRN: LTU-SHU-EX--01/074--SELocal ID: 4759aa8e-1f6a-4117-867f-4abdffe62266OAI: oai:DiVA.org:ltu-46841DiVA, id: diva2:1020156
Subject / course
Student thesis, at least 15 credits
Educational program
International Business and Economic, bachelor's level
Examiners
Note
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically 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