The experience of multinational companies in decision making process on marketing standardization and localization : the practical application of findings in creating case company´s marketing strategy
Master thesis
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http://hdl.handle.net/11250/135348Utgivelsesdato
2009Metadata
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Sammendrag
This thesis was carried out as the final assignment of the Master of Business
Administration Program at University of Agder, in the Faculty of Economics and
Social Sciences.
The subject of the thesis is standardization and localization in marketing of
multinational companies. Determinants that influence decisions of these companies
whether to standardize or localize their marketing activities have been searched for
and analyzed. Advantages and disadvantages of both strategies have been defined.
The experience of multinational companies in decision making process on marketing
standardization and localization is used to make a framework for developing a
marketing strategy for a case company. The case company is introduced and the main
differences of its subsidiaries’ target markets have been searched for. As the case
company is operating in service sector not production sector, the main differences
between marketing in both sectors have been analyzed to find out if and how it could
affect standardization and localization decisions. The same has been done with
comparing marketing decision making in a multinational company that has branches
in different countries, to a company, which is offering its services within borders of
one country, as the case company.
Beskrivelse
Masteroppgave i økonomi og administrasjon - Universitetet i Agder 2009