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Standardisation and adaptation of brands in the European market
2002 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Due to increasing similarities in the needs and preferences of customers, companies are rationalising and restructuring in order to prepare themselves for producing, marketing and selling brands on a pan-European basis. However, should Europe be treated as one marketplace and be approached with standardised brand marketing or should local brand adaptations be made? The purpose of this thesis was to gain a better understanding of how a company standardise/adapt its international brands in the European market. In order to reach the purpose, three case studies on Swedish brands within the same company active in the food industry were conducted. Managers in this company were interviewed by telephone, and their responses concerning the adaptation and standardisation of the selected brands were obtained. The results of this study indicate that brands within the same company are adapted/standardised differently, there are different advantages/disadvantages with standardisation and adaptation for each brand. Moreover, the factors influencing the way in which a brand is standardised/adapted differs for each brand, and so do the relative importance of those factors.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, Standardisations, Adaptations, Brands, Food industry
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-47066ISRN: LTU-SHU-EX--02/006--SELocal ID: 4a889b7a-a42a-4a7f-a8f3-7930f1563e77OAI: diva2:1020382
Subject / course
Student thesis, at least 15 credits
Educational program
International Business and Economic, master's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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