Market conditions’ influence on global or local brand management strategy: From Danish companies’ perspective in the American consumer goods market

Jane Misha Njeri Madsen & Catarina Thi Thuy Hang Trinh

Student thesis: Master thesis

Abstract

Executive Summary: Over the last decades, international marketing has become dynamic and the difficulty of adopting either a global or local strategy have become even more intensified in which international companies face challenges in deciding their strategies in the international market. While, the study of international marketing has been widely explored, only few have researched brand management across international markets. This thesis attempts to bring light on how managers perceive the business environment and how their perception affects their brand management strategy. Specifically, the research will study Danish companies in the American consumer goods market with the aim of comparing Danish companies’ perceptions of the market conditions of consumer tastes and preferences, economic environment and competition in the American and Danish market, and how these market conditions influence their global or local brand management strategy. With empirical data from 22 companies including three experts enquired about brand management and market conditions in the two markets, it was revealed that the Danish companies perceive the American market to be different from the Danish market, and as many of these differences were indicators of local pressures, it was found that Danish companies were most likely to adopt a locally responsive brand management strategy in the American market to respond to these differences. Additionally, it was discovered that implementing a locally responsive brand management strategy in the American market was seemingly more successful than implementing a globally integrated brand management strategy. Based on the findings, it is anticipated that this research will prove to be as an insightful starting point of reference for Danish companies in the American consumer goods market, and serve as a foundation for subsequent research about brand management strategy.

EducationsMSc in International Marketing and Management, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2013
Number of pages154