Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • 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
The Role of Culture: A Study of Swedish Companies Advertising in China
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2007 (English)Independent thesis Basic level (degree of Bachelor), 10 points / 15 hpStudent thesis
Abstract [en]

Background

The Chinese market has been undergoing changes due to Chinas entry to the World Trade Organization (WTO) and the government’s Open-Door Policy. As a result the Chinese markets attractiveness has escalated and consequently an increasing number of foreign companies have entered including Swedish ones. Since the Chinese culture differs to a large extent from the Swedish, the difference can affect business behavior and especially adver-tising decisions.

Purpose

The purpose of this thesis is to explore the role which culture plays in advertising with a sample of Swedish companies in different industries which have established themselves in China.

Method

A qualitative method was utilized when gathering the empirical findings. The researchers contacted a wide selection of companies which, then was narrowed down to four that fit the purpose. Primarily face to face and telephone interviews were conducted. All the recipients were in managerial positions. Samples of the advertisements were gathered in order to illustrate the result.

Results

This thesis aims to demonstrate that culture plays a role in advertising for the selected Swedish companies in China. This difference can lead to adjustments in advertising and brand image strategy. The degree of adjustment may vary across companies.

Place, publisher, year, edition, pages
2007. , p. 64
Keywords [en]
China, advertising, role of culture
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-673OAI: oai:DiVA.org:hj-673DiVA, id: diva2:4401
Uppsok
samhälle/juridik
Supervisors
Examiners
Available from: 2007-02-14 Created: 2007-02-14

Open Access in DiVA

fulltext(2448 kB)2735 downloads
File information
File name FULLTEXT01.pdfFile size 2448 kBChecksum MD5
402920d9775d57d0863bd96bfa4e6dd6ae6668e498841130034c68942dd386d7f7f4f986
Type fulltextMimetype application/pdf

By organisation
JIBS, Business Administration
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 2735 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 1949 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • 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