從事國際行銷時，需要認識當地的總體環境與產業環境，及研究當地消費者的需求。俄羅斯近幾年經濟迅速發展，且市場尚未飽和。許多企業看重這新興市場，紛紛前往此地開展。俄國國土面積世界第一，人口也為數不少。然而，俄國人口集中於歐俄地區，貧富差距大且購買能力差距懸殊。當地律法、稅制繁複不清，金融體系不甚透明，貪腐官僚問題嚴重，治安仍有待加強。俄國市場具有高度潛能，但也存有較高的政治風險。 　　資訊相關產品在俄的滲透率深具發展空間，近幾年政府與企業的電腦化促使市場快速成長。俄羅斯人民逐漸重視電腦技能的培養，對於電子產品的需求也越發強盛。俄國消費者選購電子產品時，越來越重視品牌，而降低對價格因素的考量。俄羅斯網路建設不足，經過開發後將創造更多商機。網站也快速發展，人民生活與資訊科技的關係越來越緊密。俄羅斯更是擁有豐沛的數理人才，在軟體研發領域頗具實力。 　　台灣資訊科技公司多透過俄國配銷商進入俄國市場，藉由他們分攤風險與了解市場。早期進入俄國市場的業者，如宏碁，積極尋找合適的俄國夥伴。如此為後進入市場的業者減輕審查與教育成本，卻也建立較高的品牌知名度。業者重視品牌形象的提昇與推廣，將行銷重點集中在人口密集與消費力強的莫斯科及聖彼得堡。面對廣大的俄國市場，企業更需當地夥伴的協助，確保經營流程的順暢。近年來越來越多台灣企業在俄設立辦事處，為求貼近市場以快速反應市場需求。 / Engaging in international marketing, companies have to know the countries’ overall situation and the relevant industry there. Russia’s economy is growing rapidly, and there are a lot of chances in this country. Many enterprises regard this emerging market as important, and go to Russia to do business. Russia is the largest country in the world, and there are many people there. However, much more residents are gathered in the Europe part of Russia, and the poverty gap is very big. In Russia laws and taxes are heavy and complicated. The government’s corruption and bureaucrat as well as public security are serious problems. There are both high potential and risks in Russian market. 　　The penetrative rate of relevant computer products in Russia is still low. Computerization of the government and enterprises makes Russian computer market grow rapidly. Russians are more and more attaching importance to computer skills, and there is more demand for IT products. Instead of emphasizing prices, Russians pay more attention to the brand while they choose electronic products. Russia’s network infrastructure is insufficient, but it will make more chances in the future. Russia is a large source of scientific, mathematical and programming talent, and she’s emerging and aggressive as a R&D center. 　　Lots of Taiwanese IT companies enter Russian market by local distributors. These distributors can help Taiwanese enterprises to more understand the market and reduce risks. Companies which entered Russian market earlier just like Acer had to pay more cost to find appropriate local partners, but they have won higher brand value. Enterprises take brand value seriously, and they focus more attention on Moscow and St. Petersburg. Because Russia is too big, Taiwanese companies need local partners’ assistance very much. More and more Taiwanese enterprises establish offices in Russia, so that they can respond to consumers’ requirements faster.

<p>Negotiations are a frequent part of international business. Parties involved in a negotiation face different problems in reaching a successful outcome. When the parties have different cultural backgrounds the faced problems become more complex.</p><p>The study provides for an understanding of the negotiation and influencing factors in head office subsidiary relationship. The relationship is complex since the head office and the regional subsidiaries have different cultural backgrounds. One case study is performed between a global Dutch company and two of their local subsidiaries in Japan and Korea. A framework for the analysis is developed and the factors that influence the negotiation are identified. The data were compiled from interviews from the Dutch side.</p><p>The study reveals that the negotiation between the head office and their subsidiaries is complex. Culture is not the only barrier but the cultural awareness becomes critical. Other major influences between the head office and the subsidiaries are the organisation itself, status of the atmosphere and the relationship.</p>

Negotiations are a frequent part of international business. Parties involved in a negotiation face different problems in reaching a successful outcome. When the parties have different cultural backgrounds the faced problems become more complex. The study provides for an understanding of the negotiation and influencing factors in head office subsidiary relationship. The relationship is complex since the head office and the regional subsidiaries have different cultural backgrounds. One case study is performed between a global Dutch company and two of their local subsidiaries in Japan and Korea. A framework for the analysis is developed and the factors that influence the negotiation are identified. The data were compiled from interviews from the Dutch side. The study reveals that the negotiation between the head office and their subsidiaries is complex. Culture is not the only barrier but the cultural awareness becomes critical. Other major influences between the head office and the subsidiaries are the organisation itself, status of the atmosphere and the relationship.

The purpose of the research is to assess if the franchising conceptual model is an applicable model for the HWP international market expansion in China.  The assessment will be carried out through the extensive investigations into SSAB/HWP internal and external forces including transfer of knowledge in the MNC, position building in business networks, products positioning and sales situation on the Chinese market to define the risk and opportunity.  As well as the theories of the internationalization, marketing strategy and models will be referred to evaluate the franchising model, which can be adopted in China. The research questions are how can the franchising concept be adopted as an applicable model for the Hardox Wearparts international market expansion in China?  What are the appropriate suggestions for the improvements to the further implementation of the model? By adopting four research methods of qualitative research strategy, a multidimensional purpose of the research has been conducted in order to gather first-hand data, study a specific case and investigate the multidimensional environments for the implementation of the HWP international market expansion model.  The main research methods include 1) questionnaire &amp; survey, 2) qualitative interviewing, 3) observation, and 4) collection and qualitative analysis of texts, document, e- research materials and data. The conclusion of the research is that there are several internal- and external factors, which have affected the HWP´s market expansion in China negatively during the year.  It is a sensible decision to emphasize China as a single largest market for the HWP business development. The market seeking strategy by the infusion of the franchising concept is an appropriate decision for the HWP market expansion in China.  The conceptual franchising model by SSAB is appropriate to both the theoretical model and Chinese regulation on the franchises.  However, to implement this franchising model in China, it requires several significant improvements on those four key components/success factors which are 1) internationalization entry model, 2) transfer of knowledge within the MNC, 3) learning in the foreign market network, and 4) position-building in the business networks.   Together with the improvements on four key components/success factors, the franchising concept will be an applicable model for the HWP international market expansion in China.

Man brukar säga att en bild säger mer än tusen ord. Att marknadsföra ett företag genom att använda bilder och video är en strategi som används i allt större utsträckning då det ses som ett starkt marknadsföringsverktyg. I moderna samhällen kan företag inte bara nöja sig med att erbjuda sina tjänster, de måste också sälja dem genom att skapa ett tydligt varumärke. Ett varumärke skapas av en image och denna image ska som mål kunna representera varumärket alldeles självt. Syftet med detta examensarbete är att få en bredare förståelse av marknadsföring via sociala och digitala medier. Examensarbetet har utförts på uppdrag av DJkollektivet “Håll Käften och dansa” där målet har varit att skapa en internationell webbsida för att marknadsföra dem. Syftet med webbsidan är att besökaren ska få en känsla av hur det kan vara att besöka en av deras spelningar. Den primära datainsamlingen har bestått av en kartläggning över vilken sorts information som visas på befintliga DJ's webbsidor där fokus har legat på menyer, sociala nätverk och vilken information de har valt att ha med på webbsidan. Detta för att skapa en förståelse för hur marknadsföring via internet ser ut idag. Vi har även utfört ett användartest på webbsidan för att analysera användarens reaktion på hur de upplever webbsidan och dess innehåll. Rapporten beskriver produktionens arbetsprocess och avslutas med att koppla samman den teoretiska delen till det slutgiltiga utformandet av webbsidan. Resultatet av detta arbete består av ett grafiskt kit som levereras i form utav; en webbsida, en egenproducerad video, en marknadsföringsguide samt våra egna fotograferade bilder till webbsidan. / It is often said that a picture is worth a thousand words. Marketing a company by using images and video is a strategy that is increasing in use as it is seen as a strong marketing tool. In modern societies, companies cannot limit themselves to merely offering their services. They must also sell by creating a clear brand. A brand is created by an image and this image should aim to represent the brand itself. The purpose of this thesis is to gain a broader understanding of marketing through social and digital media. This project was assigned by the DJ collective "Shut up and dance" where the goal has been to create an international website to market them. The purpose of the website is for the visitor to get a feeling of how it can be to visit one of their gigs. The primary data collection consisted of a survey orientation on the information that displayed on existing DJ websites. The focus has been on the menus, social networks and the information that they have chosen to include on the website. This is to create an understanding of how marketing on the Internet is today. We also performed a usability test on the website to analyze user's reaction to how they perceive the website and its content. The report describes the work process and concludes by linking the theoretical part of the final design to the website. The result of this work has a graphic kit supplied with the collection of; a website, a showreel, marketing guide and photos we have taken to the website.

The purpose of this research is to understand what role surrogate boycotts can play on companies targeted by a surrogate boycott and how companies can work with their marketing strategies to reduce the effects of a surrogate boycotts. We have used a qualitative approach in this thesis, with multiple cases studies as a method. Our empirical data was collected through personal interviews with people from the Danish companies: Mette Munk A/S, Nordex Foods, Quantum and Arla Foods. We conclude that the role that surrogate boycotts play on companies involved is that it effect the company’s financial situation and gives the problems with the image. We also conclude that companies can work with promotion, altering their products and choosing other ways to distribute their products in order to reduce the effects of a surrogate boycott. Also different marketing tools and strategies can be used during different stages of the boycott in order to be most effective.

Background: This study will be beneficial for Swedish companies that wish to enter the French market and will also benefit companies in France that have something to do with Sweden or that are playing on the Swedish origin. The outcome of this study will give a perspective on Swedishness in Swedish companies, brands and products with French consumers.References to places and countries such as French wine, Hollywood movies, and Russian roulette are examples of how the origin of countries can create associations influencing consumers' product evaluation and buying behaviour. In the process of understanding French consumers' product country image in relation to Sweden, it is important to map their buying behaviour and associations to Swedish companies, brands and products. The consumer perception of the country of origin can together with other attributes add brand equity to a company, brand or a product. Purpose: The purpose of this study is to understand how Swedishness in Swedish brands and products influences the perception of quality and to assist companies in their decision making on how to market in France. Conclusion: French consumers are influenced by global and national perceptions of countries of origin. Swedishness and Scandinavia have a particularly good reputation with French consumers. This influence is high and influences the consumers' quality-perception process through various influencers. Presentation of figures that can be used as generic figures when considering the influencers of your country's image when marketing cross-nationally.

<p><strong>Background: </strong>This study will be beneficial for Swedish companies that wish to enter the French market and will also benefit companies in France that have something to do with Sweden or that are playing on the Swedish origin. The outcome of this study will give a perspective on Swedishness in Swedish companies, brands and products with French consumers.References to places and countries such as French wine, Hollywood movies, and Russian roulette are examples of how the origin of countries can create associations influencing consumers' product evaluation and buying behaviour. In the process of understanding French consumers' product country image in relation to Sweden, it is important to map their buying behaviour and associations to Swedish companies, brands and products. The consumer perception of the country of origin can together with other attributes add brand equity to a company, brand or a product.</p><p><strong>Purpose</strong>: The purpose of this study is to understand how Swedishness in Swedish brands and products influences the perception of quality and to assist companies in their decision making on how to market in France.</p><p><strong>Conclusion</strong>: French consumers are influenced by global and national perceptions of countries of origin. Swedishness and Scandinavia have a particularly good reputation with French consumers. This influence is high and influences the consumers' quality-perception process through various influencers. Presentation of figures that can be used as generic figures when considering the influencers of your country's image when marketing cross-nationally.</p>

Nyckelord: Kulturell påverkan, etik och religion, konsumentbeteende, internationell marknadsföring och svenskhet. Syfte Syftet med detta examensarbete är att skapa fördjupad förståelse för hur kulturella faktorer, såsom religion och etiska värderingar, påverkar svenska företags utformning av deras internationella marknadsföring med fokus på den saudiarabiska marknaden. Utifrån denna förståelse syftar studien till att undersöka de svenska konsumenternas reaktioner på företagens eventuella åtgärder och anpassningar efter den saudiarabiska kulturen, studien syftar även till att se om de finns några likheter och skillnader mellan olika generationer, kön och låg- respektive höginkomsttagare. Problemformulering Hur påverkar kulturella faktorer, såsom religion och etiska värderingar, svenska företags utformning av deras internationella marknadsföring i Saudiarabien? Hur påverkar företagens ageranden de svenska konsumenternas uppfattning av företaget och finns det några likheter och skillnader i attityderna mellan olika konsumentgrupper, såsom generationer, kön och låg- respektive höginkomsttagare? Metodval Studien fokuserar på två stycken stora svenska detaljhandelsföretag som opererar på den saudiarabiska marknaden. Undersökningen bygger på både kvalitativ och kvantitativ data. De data som samlats in och som ligger till grund för studiens resultat och slutsatser är genomförd via litteraturstudier och en enkätundersökning på 171 stycken deltagare. Resultat och slutsatser Kulturella faktorer har en stor inverkan på företagens internationella marknadsföring, men de har valt olika tillvägagångssätt. De svenska konsumenterna reagerade olika starkt mot olika sorters anpassningar och det är av stor vikt för företagen att skilja mellan vilka anpassningar som hemmarknaden accepterar och inte. Kunder tenderar att byta ut ett varumärke på grund av etiska skäl och det av stor betydelse för företagen att ha en långsiktigt hållbar marknadsföring. / Keywords: The impact of culture, ethics and religion, consumer behavior, International marketing and swedishness Purpose The purpose of this study is to create a deeper understanding about cultural factors, such as religion and ethical value, and the impact on Swedish business international marketing designs with focus on the Saudi Arabian market. With this knowledge the purpose of this study continues to focus on which effects this may have on the Swedish market and if the effects differ between different generations, gender and low-income respective high-income earners. Problem How do cultural factors, such as religion and ethical values, have an impact on Swedish business international marketing design in Saudi Arabia? Which impacts have the adaptations on the Swedish market and are there any differences between different groups of consumers, such as generations, gender and low-income respective high-income earners? Method This study focus on two big Swedish retail companies that operates on the Saudi Arabian market. The investigations in this study are built on both qualitative and quantitative data, one literature study and one survey that included 171 participants. Results and conclusions Cultural factors have a large impact on the businesses international marketing designs, but they have chosen different way to handle the situations. The Swedish consumers reactions were different regarding on the adaptations and it’s really important that the business know which adaptations that they are accepting and not. Customers may change from one brand to another because of ethical values and the companies need to have a long-term sustainable marketing.

Submitted by Julia Schwartzmann (schwartzmann.julia@gmail.com) on 2018-08-06T18:56:21Z No. of bitstreams: 1 Thesis_JuliaSchwartzmannFinal.pdf: 5056239 bytes, checksum: 9f4615cd7fc73d44d263e9f747e7fdca (MD5) / Approved for entry into archive by Josineide da Silva Santos Locatelli (josineide.locatelli@fgv.br) on 2018-08-10T12:04:00Z (GMT) No. of bitstreams: 1 Thesis_JuliaSchwartzmannFinal.pdf: 5056239 bytes, checksum: 9f4615cd7fc73d44d263e9f747e7fdca (MD5) / Approved for entry into archive by Suzane Guimarães (suzane.guimaraes@fgv.br) on 2018-08-10T13:46:22Z (GMT) No. of bitstreams: 1 Thesis_JuliaSchwartzmannFinal.pdf: 5056239 bytes, checksum: 9f4615cd7fc73d44d263e9f747e7fdca (MD5) / Made available in DSpace on 2018-08-10T13:46:22Z (GMT). No. of bitstreams: 1 Thesis_JuliaSchwartzmannFinal.pdf: 5056239 bytes, checksum: 9f4615cd7fc73d44d263e9f747e7fdca (MD5) Previous issue date: 2018-06-08 / This work examines the industry of Dermocosmetics or Cosmeceuticals, with a focus on the female consumer behavior. The scope of this work is the Brazilian and German markets, given that these two countries are among the biggest consumer markets of cosmetics and dermocosmetics (Euromonitor, 2014). Based on consumer behavior theories, previous studies about cosmetic markets, and an interview with a market specialist, we raised the most recurrent five topics, which were further investigated in order to understand the consumer behavior profiles of the Brazilian and the German women and, most importantly, understand the difference in preferences and trends between these two groups. The topics chosen where: (1) Preferences regarding the product origin (2) Preferences regarding the product type (3) What are the major concerns when choosing a product (I.E. esthetics, health etc) (4) On whom/what they rely to make the purchase decision (5) Concern with organic/sustainable products. This study consisted in the application of questionnaire to 72 Brazilian women and 68 German women to arrive to a valid sample of fifty Brazilian and fifty German women from 25 to 40 years old with similar acquisition power. Among the findings: German women tend to be more ethnocentric than Brazilians when choosing a cosmetics; there is a positive heurism towards French products in both populations; Brazilians make more use of advanced facial sunscreens and anti-agers, while Germans make more use of facial moisturizes and anti-agers and Brazilians use much more body products; German women are more driven by utilitarian motives, physiological needs and are more concern to their skin health, while Brazilians have more hedonic motives, are more concerned to the appearance; Brazilians are more looking to try new products while Germans are more traditional; both populations rely on dermatologists and friends/family to make the purchase, but Brazilians value and attend more dermatologists; Germans buy more organic/sustainable products than Brazilians, reasons were pointed as few options, lower quality, but both groups are willing to pay more if the quality is even. / Este trabalho examina a indústria de Dermocosméticos ou cosmecêuticos, com foco no comportamento do consumidor feminino. O escopo deste trabalho é o mercado brasileiro e alemão, uma vez que esses dois países estão entre os maiores mercados consumidores de cosméticos e dermocosméticos (Euromonitor, 2014). Com base em teorias de comportamento do consumidor, estudos anteriores sobre os mercados de cosméticos e uma entrevista com um especialista de mercado, levantamos os cinco tópicos mais recorrentes, que foram investigados para entender os perfis de comportamento do consumidor das mulheres brasileiras e alemãs. Os temas escolhidos são: (1) Preferências em relação à origem do produto (2) Preferências em relação ao tipo de produto (3) Quais são as principais preocupações na escolha de um produto (estética, saúde etc.) (4) O que/quem influencia na decisão de compra (5) Preocupação com produtos orgânicos/sustentáveis. Este estudo consistiu na aplicação de questionário a 72 mulheres brasileiras e 68 mulheres alemãs para chegar a uma amostra válida de cinquenta mulheres brasileiras e cinquenta alemãs de 25 a 40 anos com poder de aquisição semelhante. Entre as descobertas: as mulheres alemãs tendem a ser mais etnocêntricas do que as brasileiros quando escolhem dermocosméticos; há um heurismo positivo em relação aos produtos franceses em ambas as populações; as brasileiras fazem mais uso de protetores solares e anti-agressivos faciais avançados, enquanto as alemãs, hidratantes faciais e anti-agressivos e as brasileiras usam muito mais produtos para o corpo; as mulheres alemãs são mais levadas a motivos utilitários, necessidades fisiológicas e mais preocupadas com a saúde da pele, enquanto as brasileiros têm mais motivos hedônicos, estão mais preocupados com a aparência; as brasileiros estão mais interessados em experimentar novos produtos, enquanto as alemãs são mais tradicionais; ambas as populações contam com dermatologistas e amigos/familiares para fazer a compra, mas as brasileiros valorizam e frequentam mais dermatologistas; as alemães compram mais produtos orgânicos / sustentáveis do que as brasileiras, os motivos foram apontados como poucas opções, de menor qualidade, mas os grupos estão dispostos a pagar mais se a qualidade for uniforme.