This thesis is concerned with measuring the extent to which the market of mobile telephone companies is influenced by their brand reputation in international marketing. The analysis investigates the relative importance of brand reputation in the marketing of products in the mobile telephone industry. The work comprises a study within the context of a quantitative survey of marketing information analysis. A survey is carried out by administering questionnaires on a sample of mobile telephone users within the ages of 18 and above from an international student environment at Halmstad University. Watching over your brand reputation is rationally the ideal means of benefiting from a companies brand equity management. The findings provided useful information that may serve mobile telephone companies to strategically position themselves in the competitive international market, thereby improving their overall sales as well as market share. It can equally serve as decision guidelines to brand managers while making meaningful contributions to their companies.

This essay looks at the problem with the increasing water shortages in three different economic markets. This is done through the perspective of the sustainable water managing company EcoNova, who specializes in innovative water recycling technology for use in the residential development, commercial, marine, sports, tourism, mining and defence industries. Three countries were selected on a basis developed through the empirical findings, resulting in Brazil, China and Spain, where EcoNova’s systems could be successful. The empirical findings defined a number of criteria necessary for a successful market entry; these are demand and needs, financial capability, growth, competition, and psychic distance.   A PESTEL analysis was employed to retain accurate information regarding the above mentioned criteria. Based on this information, an entry model was formulated with a conclusion that Spain should be entered first, followed by Brazil and lastly China. Here follows highlights from each country’s market potentials. Spanish water and wastewater rules are adjusted to the EU standards, which should simplify any expansion within the EU. It is not as hard for a foreign company in Spain to establish their presence in regards to legislative and cultural issues. Products must be certified to meet EU environmental standards, which is the only significant barrier to foreign investment in Spain. The need for specialized technology equipment for water management is an advantage for EcoNova. Brazil is the largest economy in South America and gives an access to other nations that are members of the free-trade agreement Mercosur. There is a non-official “buy Brazilian” policy, which means that having a partnership with a domestic company is important for foreign companies in the wastewater market. The demand for wastewater equipment is high. There are two solutions available to the income disproportion; simplifying the product to lower the price, or introducing the product to the Brazilian Social Action and Sanitation Program, who provides economic resources to wastewater projects. China has a huge market where water supply pricing policies promote wastewater reclamation. The Chinese government is launching extensive environmental protection projects and encourage foreign investors to seek opportunities. There is also an expanding market for smaller water and wastewater facilities in rural areas. Recycled water can be used even in areas that are connected to a municipal sewage. Legislation requires certain areas to construct water reuse system and there is a demand for small, decentralized systems. Close relationships are vital. The Uppsala model, the network approach, and the rational approach have been used to define and compare EcoNova’s internationalization process. It became clear that no internationalization model really fits to EcoNova’s needs, as focus is on other factors. The findings of this research are that a water managing company base its internationalization on firstly the market needs and financial situation, secondly growth opportunities, thirdly the market competition, and finally the psychic distance. These factors have to be matched to the company’s resources, objectives and orientation, so that the perception is aligned with the reality and subsequently achieve a successful market entry.

Our study deals with the concept of regional trade blocs or open borders (Nordic Region) and their impact on the Marketing Mix Strategies of the firm. The purpose of our study is to analyze the regionalization concept as company point of view and then its impact on the marketing mix strategies of a company operating in Nordic Region. To get the appropriate data for this, we studied a telecommunication company based in Norway and operating in Denmark and Sweden as well. We adopted the inductive approach and case study method, and our study is based on our research findings, on the basis of which we developed our own model. The model discusses certain variables and factors which influence the marketing mix decisions of the company. The study results show that company felt the reality of open market and trying to get the advantages of this opportunity by modifying or reorganizing its marketing mix strategies according to the open market conditions. Innovation and product development according to the customer demands in different markets forced the company to take attention about their product line and product components. Competition in local and regional market forced the company and they based their price strategy on competition so competition became a driving force for the company’s price strategy. Open borders gave a number of alternatives to position the products and Telenor is using different distribution channels which vary from market to market and country to country. Company adopted trans-border strategy for the easiness of their end consumers and used different brand names in different markets but with single logo at all.

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Abstract Authors:   Ekman, Felix 890924                Henriksson, Richard 880325 Tutor:    <img src="file:///page3image1648" />   Prof. Anders Pehrsson Examiner: Ass. Prof. Sarah Philipson Title:         Explanatory Factors of Perceived Expansion Barriers Introduction: A characteristic of the twenty first century business environment is the increased globalisation. Due to the globalisation, it has become necessary for organizations to be involved in international business, and the globalisation of the marketplace in general has increased the export. When expanding to international markets, companies might face some obstacles and barriers, which makes it an important topic in the research field of international marketing and strategy. Since most research focuses just on the importance of the expansion barriers, it would be of importance to provide empirical evidence on what types of explanatory factors that are associated with firms’ perception of expansion barriers. Purpose: Gain an understanding of different explanatory factors regarding expansion barriers for companies’ expansion on international markets. Methodology: The research approach was quantitative with mainly primary data, which was collected through a questionnaire distributed through e-mail. The sample frame was Swedish companies that exporting goods to Norway, Poland, Russia and/or the Baltic region. A total of 157 completed questionnaires, response rate of 20%, were collected and was the foundation for the analysis and results. Conclusion: The explanatory factors that are associated with the perception of expansion barriers were; Geographical and Cultural distances, Market experience and Institutional collaborations. The fourth explanatory factor, intermediating strategy, has in this study no association to the perception of the barriers. Keywords: Expansion Barriers, Explanatory Factors, International Marketing Strategy.

Purpose The main purpose of the research is to continue to the understanding of the relationship between the country-of-origin effects and automobile evaluation and apply the Extended COO-ELM model(Bloemer, Brijs and Kasper, 2009) for the cognitive processes underlying country of  origin-effects. The study also aims to give managers some information to assess consumer's purchase intentions of car and assist them in managing their product's COO. Design/methodology/approach A self-administered survey was used in this study.The main samples consist of the 31 students in Linnaeus university from more than 10 countries.The Spss software was used to analyze the empirical data which provide the source of judging three hypothesis of the study. Findings The results indicated the impact of country of origin on automobile evaluation is mainly moderated by other prior country-product knowledge rather than the perceived economic development.In addition, the different cognitive processes  underlying country of origin-effects occur when responders evaluating Chinese automobile and Swedish automobile Originality?Value The paper applies ELM model with extensions.This finding yields some insight for the efficiency in marketing strategy of Chinese car and Swedish car. By designing the marketing strategy more efficiently, the managers will subsequently make a better decision of how brand and country of origin should be managed. Paper type Research paper

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The research purpose was to determine strengths and weaknesses of Appalachian wood products sales in Central America. In the future, there may be a greater need for international forest products in Central America due to increasing population size, tourism, and deforestation. Potential market opportunities for Appalachian forest product companies in Central America were evaluated and strategies were developed to increase exports from Appalachian wood product companies. Interviews of Central American wood products wholesalers and government and non-government officials were conducted to determine the current situation of the forest, the demand for local wood production, and potential for future production of wood products. A survey of wood products retailers and manufacturers was conducted to determine drivers and barriers of the sale of Appalachian wood products in Central America. Models were developed to describe relationships between company performance and suppliers and a series of independent variables (e.g, supplier promotion, product attributes). Results suggested that U.S. wood products companies have not put enough effort into marketing forest products in Central America. Central American wood products consumers lack knowledge of Appalachian wood products and their advantages over wood products currently used. Inconsistencies between Appalachian and Central American wood products industries (e.g., dimensions, species terminology) act as a barrier to efficient exchange of wood products. Models suggest that companies may need to focus on barriers to increase company performance. The best market strategies for Appalachian forest products companies to increase sales into Central America are: partner with local wholesalers, offer higher value-added products, maintain similar pricing with competition, and offer sales and product discounts. / Master of Science

The current literature indicates that research concerning the area of industrial interorganisational relationships (lORs) and relationship marketing (RM) in an international context is growing in size as well as importance, and is regarded by many as constituting a paradigmatic shift in contemporary marketing thought. The study of lORs, however, has suffered from empirical neglect, particularly in an international context. The extant literature is unclear concerning the development process of relationships. In particular, the antecedents of commitment in affectively committed relationships (positive attachment) and calculatively committed relationships (negative attachment) and their performance outcomes, the causes of dissolution in previously committed relationships and the impact national culture has on the process when it traverses national borders is not well understood. Therefore, the primary objectives of this study were to investigate the stages of the development process of international lORs, and to determine the level of influence national culture exerted on this process. Two stages of empirical research using a mixed methodology were conducted. The first stage of fieldwork -an exploratory case study approach -used seven in-depth interviews with UK. import/export executives in charge of relationship development within their respective companies. The first stage of fieldwork was used to examine the stages of international lOR development and the influence national culture exerts on it in order to develop a set of hypotheses for subsequent testing. Stage two -a mail survey approach was mailed to 3000 UK import/export executives and used data from 322 questionnaires to test a set of hypotheses developed from the first stage of fieldwork. The study had significant findings in three key areas. Firstly, the research identified that the antecedents of commitment in affectively and caculatively committed relationships differed significantly and furthermore, relationships based on affective commitment enjoyed relatively greater levels of performance outcomes in comparison to relationships based on calculative commitment. Secondly, the study identified the causes of dissolution in previously committed relationships in four categories: buyer factors, supplier factors, competitor factors, and environmental factors. The findings also indicated that relationship dissolution could be classified in three ways: full exit, partial exit and temporary exit, and that dissolution was influenced by the motive for commitment prior to dissolution. The period of time spent in dissolving relationships was often found to be lengthy and was influenced by five categories of factors that impede partners' speed of exit. Finally, the study applied the assumptions of Hofstede (1980; 1991) to examine the extent to which national culture affects relationship development when it crosses national borders. The findings revealed little concrete evidence to suggest that national culture has a strong influence on international business relationships. International business relationships were, however, susceptible to factors such as infrastructure barriers and political barriers that were obstacles to foreign market success. The thesis contributes to current knowledge by offering the first empirically supported model of lOR development from pre-formation to dissolution in the extant literature; principally, identifying the antecedents of effective and ineffective relationships and also the stages of dissolution when relationships dissolve. The national culture literature within the domain of Marketing, and in particular, the literature concerning lORs, is advanced by suggesting that Hofstede's (1980; 1991) cross-cultural assumptions may not impact significantly on international lORs in a manner prescribed by Hofstede. In order to achieve the primary research objectives a number of scales were operationalised including scales to measure the influence of national culture on lORs, and aspects of relationship development including a multi-dimensional scale to measure trust. The study offers a number of recommendations for practitioners, and presents a number of future research directions. These are principally, to identify the antecedents of calculative commitment (that are hitherto unknown), and incorporate variables that may legitimately act as antecedents of commitment not examined in this study.