Advanced

Går det att konkurrera genom moder Svea?

Höjgård Hansen, Rebecka LU ; Dahlgren, Emma LU and Jensen, My LU (2017) FEKH29 20171
Department of Business Administration
Abstract (Swedish)
Titel: Går det att konkurrera genom moder Svea?

Seminariedatum: 2017-06-02

Kurs: FEKH29, Företagsekonomi: Examensarbete i marknadsföring på kandidatnivå, 15 högskolepoäng

Författare: Emma Dahlgren, Rebecka Höjgård Hansen och My Jensen

Handledare: Lars Carlman

Nyckelord: Country-of-origin, national identity, varumärkeskapital, ursprunget Sverige och immateriell differentieringsfaktor.

Syfte: Syftet med denna studie är att öka förståelsen kring om- och hur ursprunget Sverige kan användas som immateriell differentieringsfaktor på den holländska B2B-marknaden.

Metod: Studien är en kvalitativ studie med en forskningsdesign i form av en fallstudie. Det empiriska material som tillsammans med teori ligger till... (More)
Titel: Går det att konkurrera genom moder Svea?

Seminariedatum: 2017-06-02

Kurs: FEKH29, Företagsekonomi: Examensarbete i marknadsföring på kandidatnivå, 15 högskolepoäng

Författare: Emma Dahlgren, Rebecka Höjgård Hansen och My Jensen

Handledare: Lars Carlman

Nyckelord: Country-of-origin, national identity, varumärkeskapital, ursprunget Sverige och immateriell differentieringsfaktor.

Syfte: Syftet med denna studie är att öka förståelsen kring om- och hur ursprunget Sverige kan användas som immateriell differentieringsfaktor på den holländska B2B-marknaden.

Metod: Studien är en kvalitativ studie med en forskningsdesign i form av en fallstudie. Det empiriska material som tillsammans med teori ligger till grund för analys och slutsats bygger på semistrukturerade intervjuer. Studien har en deduktiv forskningsansats och ett hermeneutistiskt fenomenologiskt förhållningssätt.

Teoretisk referensram: Studien utgår främst från teorier kring country-of-origin, national identity, varumärkeskapital samt samband mellan ett ursprungsland och ett företag. Studien utgår även från teorier kring köpsituationer och relationsbyggande på en B2B-marknad.

Empiri: Analys baseras på empirisk data hämtad från tio intervjuer med personer som antingen har en uppfattning om betydelsen av ursprunget Sverige på en holländsk B2Bmarknad, om vårt fallstudieföretag Agortus eller är potentiella kunder.

Slutsats: Sverige har ett gott rykte och är förknippat med positiva associationer på den holländska B2B-marknaden, vilket svenska företag kan- och bör dra nytta av i sin egen marknadsföring. Strategin att använda Sverige som immateriell differenteringsfaktor på den holländska B2B-marknaden bör konkretiseras av varje enskilt företag genom att se till vad företagets kunder förväntar sig i termer av kvalité och tillförlitlighet (Less)
Abstract
Title: Is it possible to compete through mother Svea?

Seminar date: 2017-06-02

Course: FEKH29, Business Administration: Degree Project in Marketing at Undergraduate Level, 15 ECTS-credits

Authors: Emma Dahlgren, Rebecka Höjgård Hansen and My Jensen

Advisor: Lars Carlman

Key words: Country-of-origin, national identity, brand equity, origin-of-Sweden and intangible factors for differentiation.

Purpose: The purpose of this study is to increase the understanding about if- and how the origin-of-Sweden can be used as an intangible factor for differentiation when selling on a Dutch B2B-market.

Methodology: The study is a qualitative study with a research design in terms of a case study. The empirical data that... (More)
Title: Is it possible to compete through mother Svea?

Seminar date: 2017-06-02

Course: FEKH29, Business Administration: Degree Project in Marketing at Undergraduate Level, 15 ECTS-credits

Authors: Emma Dahlgren, Rebecka Höjgård Hansen and My Jensen

Advisor: Lars Carlman

Key words: Country-of-origin, national identity, brand equity, origin-of-Sweden and intangible factors for differentiation.

Purpose: The purpose of this study is to increase the understanding about if- and how the origin-of-Sweden can be used as an intangible factor for differentiation when selling on a Dutch B2B-market.

Methodology: The study is a qualitative study with a research design in terms of a case study. The empirical data that combined with the theoretical framework is the base of the analysis and conclusions, is built on semistructured interviews. The thesis has a deductive research approach and a hermeneutic phenomenological approach.

Theoretical perspective: The thesis is mostly based upon theories of country-of-origin, national identity, brand equity and the link between a country-of-origin and a company. The thesis is also based upon theories of buying situations and relationship building on a B2Bmarket.

Empirical foundation: The analysis is based upon empirical data gathered from ten interviews with persons that either have a perception of the origin-of-Sweden on a Dutch B2B-market, about our case study company Agortus or are potential customers.

Conclusions: Sweden has a positive reputation and is associated with positive attributes on the Dutch B2B-market, which Swedish companies should take advantage of in their own marketing. The strategy of using Sweden as an intangible factor for differentiation on the Dutch B2B-market should be concretised by each company individually by identifying what the company’s customers expect in terms of quality and reliability. (Less)
Please use this url to cite or link to this publication:
author
Höjgård Hansen, Rebecka LU ; Dahlgren, Emma LU and Jensen, My LU
supervisor
organization
course
FEKH29 20171
year
type
M2 - Bachelor Degree
subject
language
Swedish
id
8918628
date added to LUP
2017-07-14 14:40:23
date last changed
2017-07-14 14:40:23
@misc{8918628,
  abstract     = {Title: Is it possible to compete through mother Svea? 
 
Seminar date: 2017-06-02 
 
Course: FEKH29, Business Administration: Degree Project in Marketing at Undergraduate Level, 15 ECTS-credits 
 
Authors: Emma Dahlgren, Rebecka Höjgård Hansen and My Jensen 
 
Advisor: Lars Carlman 
 
Key words: Country-of-origin, national identity, brand equity, origin-of-Sweden and intangible factors for differentiation. 
 
Purpose: The purpose of this study is to increase the understanding about if- and how the origin-of-Sweden can be used as an intangible factor for differentiation when selling on a Dutch B2B-market. 
 
Methodology: The study is a qualitative study with a research design in terms of a case study. The empirical data that combined with the theoretical framework is the base of the analysis and conclusions, is built on semistructured interviews. The thesis has a deductive research approach and a hermeneutic phenomenological approach. 
 
Theoretical perspective: The thesis is mostly based upon theories of country-of-origin, national identity, brand equity and the link between a country-of-origin and a company. The thesis is also based upon theories of buying situations and relationship building on a B2Bmarket. 
 
Empirical foundation: The analysis is based upon empirical data gathered from ten interviews with persons that either have a perception of the origin-of-Sweden on a Dutch B2B-market, about our case study company Agortus or are potential customers. 
 
Conclusions: Sweden has a positive reputation and is associated with positive attributes on the Dutch B2B-market, which Swedish companies should take advantage of in their own marketing. The strategy of using Sweden as an intangible factor for differentiation on the Dutch B2B-market should be concretised by each company individually by identifying what the company’s customers expect in terms of quality and reliability.},
  author       = {Höjgård Hansen, Rebecka and Dahlgren, Emma and Jensen, My},
  language     = {swe},
  note         = {Student Paper},
  title        = {Går det att konkurrera genom moder Svea?},
  year         = {2017},
}