miun.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
How Branding With an Emphasis on Country of Origin Influences a Companyu in Their Internationalization Process: A Case Study of Jays
Mid Sweden University, Faculty of Human Sciences, Department of Business, Economics and Law.
2014 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Nation Branding and country of origin are two strategies used in order for companies to differentiate by using the nation identity to promote their products. These strategies are advantageous for Swedish companies to use since Sweden is perceived to be connected to positive values around the world. The purpose of this study has been to determine if the amount of Swedishness used differs depending on how far a company has come in internationalizing and how great or small the psychic distance in between countries. The data has been gathered through a case study of headphone company Jays where the CEO and two other employees from the management have been interviewed. Results show that the use of Swedishness does not differ between stages or depending on psychic distance. Swedishness is believed to be important to enhance at all stages of internationalization, regardless of what country the expansion considers.

Place, publisher, year, edition, pages
2014. , 49 p.
Keyword [en]
Nation Branding, Country of Origin, Swedishness, Internationalization, Cultural Dimensions
National Category
Business Administration
Identifiers
URN: urn:nbn:se:miun:diva-24458Local ID: FÖ-V14-A1-061OAI: oai:DiVA.org:miun-24458DiVA: diva2:791171
Subject / course
Business Administration FE1
Educational program
Master programme (one year) in Business Administration, Marketing and Management SFMMA 60 higher education credits
Supervisors
Examiners
Available from: 2015-03-03 Created: 2015-02-26 Last updated: 2015-03-03Bibliographically approved

Open Access in DiVA

No full text

Search in DiVA

By author/editor
Tarahomi, Meygol
By organisation
Department of Business, Economics and Law
Business Administration

Search outside of DiVA

GoogleGoogle Scholar

Total: 33 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf