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Standardisation and adaptation of the promotion mix during an international product launch: case studies of two Swedish paper and pulp companies
2002 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

As the world becomes more global and the competition is increasing, it has become more essential to have an appropriate launching campaign that can be used in different markets. To achieve a successful launch it is important for companies to promote the product in an effective way. This is especially important in the paper and pulp industry, as their products are of similar character. The aim of this thesis is to gain a better understanding of how paper and pulp companies select their promotion strategy when launching a product internationally, if they standardise or adapt their promotion mix. In order to reach our purpose we have conducted a multiple case study of four international launches conducted by two Swedish paper and pulp companies. We have used interviews and documentations to collect data. Our study shows that Swedish paper and pulp companies use a similar promotion mix and have the same influencing factors when selecting the promotion strategy for their internationally launched products. From our study we can conclude that the companies investigated mainly used a mixture of a standardised and an adaptive promotion mix. We also saw that the companies are more influenced by company related factors than market related factors.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, Standardisation, Adaptation, Promotion Mix, International, Launch, Paper and Pulp companies
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-57216ISRN: LTU-SHU-EX--02/172--SELocal ID: de7a1a04-e223-4f89-89d6-204e9e656096OAI: diva2:1030603
Subject / course
Student thesis, at least 15 credits
Educational program
International Business and Economic, bachelor's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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