Mid Sweden University

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.