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Standardization vs. Adaption within Advertising

Fredholm, Alexander LU and Slatiel, Saba LU (2015) BUSN39 20151
Department of Business Administration
Abstract (Swedish)
Purpose: The purpose of the thesis is to fill the research gap as previous research on the topic
of interest lacks a country specific research on how culture effects standardization vs.
adaptation by MNCs in emergent markets, in context to a specific advertising strategy. By
providing a unique cross-cultural study on five different emergent markets (China, Pakistan,
Mexico, Turkey and CWAR) the researchers aims to provide the readers with theoretical
knowledge on already published research and furthermore compare the literature with the
empirical findings to answer the research question: How MNCs standardize or adapt a global
marketing strategy in context to advertising within emerging markets?
Methodology/Approach: The researchers... (More)
Purpose: The purpose of the thesis is to fill the research gap as previous research on the topic
of interest lacks a country specific research on how culture effects standardization vs.
adaptation by MNCs in emergent markets, in context to a specific advertising strategy. By
providing a unique cross-cultural study on five different emergent markets (China, Pakistan,
Mexico, Turkey and CWAR) the researchers aims to provide the readers with theoretical
knowledge on already published research and furthermore compare the literature with the
empirical findings to answer the research question: How MNCs standardize or adapt a global
marketing strategy in context to advertising within emerging markets?
Methodology/Approach: The researchers use an explorative research design using a holistic
case study method on the global brand Nescafé. The researchers imply an abductive approach,
by combining the previous literature and primary data gathered through semi-structured
interviews with key people within the Nestlé organization on the global marketing strategy
the REDvolution.
Analysis/Findings: The findings from the analysis, provides an overview of how Nestlé
implemented a global marketing strategy within the five emergent markets. The findings
show that a strategic framework was provided from the Head Quarters of Nestlé, which
contained a set of standard guidelines for the local markets to follow including: brand logo,
brand slogan, color themes and packaging. In addition, to the standardized elements the
findings covered how the cultural elements within each market influenced the execution of
the advertising strategy locally. The findings showed that MNCs could not completely
standardize all elements of the advertising strategy thus standardization is only confined to
visual elements of the brand, as the cultural elements play a profound role for a successful
execution within the local markets. Finally, the findings showed that language, religion and
local consumer habits, are the key elements that highly effect the advertising strategy when
MNCs adapt to the local cultures. (Less)
Please use this url to cite or link to this publication:
author
Fredholm, Alexander LU and Slatiel, Saba LU
supervisor
organization
alternative title
A qualitative study of how MNCs standardize or adapt a global marketing strategy in context to advertising within emerging markets?
course
BUSN39 20151
year
type
H1 - Master's Degree (One Year)
subject
keywords
Culture, International Advertising, MNC, Emergent Markets and Standardization vs. Adaption
language
English
id
5474113
date added to LUP
2015-06-26 16:30:58
date last changed
2015-06-26 16:30:58
@misc{5474113,
  abstract     = {Purpose: The purpose of the thesis is to fill the research gap as previous research on the topic
of interest lacks a country specific research on how culture effects standardization vs.
adaptation by MNCs in emergent markets, in context to a specific advertising strategy. By
providing a unique cross-cultural study on five different emergent markets (China, Pakistan,
Mexico, Turkey and CWAR) the researchers aims to provide the readers with theoretical
knowledge on already published research and furthermore compare the literature with the
empirical findings to answer the research question: How MNCs standardize or adapt a global
marketing strategy in context to advertising within emerging markets?
Methodology/Approach: The researchers use an explorative research design using a holistic
case study method on the global brand Nescafé. The researchers imply an abductive approach,
by combining the previous literature and primary data gathered through semi-structured
interviews with key people within the Nestlé organization on the global marketing strategy
the REDvolution.
Analysis/Findings: The findings from the analysis, provides an overview of how Nestlé
implemented a global marketing strategy within the five emergent markets. The findings
show that a strategic framework was provided from the Head Quarters of Nestlé, which
contained a set of standard guidelines for the local markets to follow including: brand logo,
brand slogan, color themes and packaging. In addition, to the standardized elements the
findings covered how the cultural elements within each market influenced the execution of
the advertising strategy locally. The findings showed that MNCs could not completely
standardize all elements of the advertising strategy thus standardization is only confined to
visual elements of the brand, as the cultural elements play a profound role for a successful
execution within the local markets. Finally, the findings showed that language, religion and
local consumer habits, are the key elements that highly effect the advertising strategy when
MNCs adapt to the local cultures.},
  author       = {Fredholm, Alexander and Slatiel, Saba},
  keyword      = {Culture,International Advertising,MNC,Emergent Markets and Standardization vs. Adaption},
  language     = {eng},
  note         = {Student Paper},
  title        = {Standardization vs. Adaption within Advertising},
  year         = {2015},
}