Postmoderne værdier og deres betydning for virksomheder i postmoderne samfund: Et case studie af designmøbelvirksomheden OX Denmarq

Anders Helmsøe

Student thesis: Master thesis

Abstract

The aim with this thesis was to examine if there existed a correlation between the theories of sociologist, Ronald F. Inglehart, and the general theories regarding strategic marketing. In order to find proof of this correlation the thesis, to begin with, set out to establish how the theories of Inglehart works. In short, the theories of Ingleharts tries to explain the main reason why our sociocultural societies look the way look. Inglehart explains that the technological progress pushed the traditional societies of the 19th century into becoming – what Inglehart defines as – modernistic societies. The industrial revolution accelerated this movement and caused an increased urbanization of the population. These modernistic societies had a certain set of values attached to them. These were values such as materialism, rationalism and individualism. After decades of economic progress and an increased prosperity among people, Inglehart explains, that at some point a new set of values were developed due to the lack of unsatisfied materialistic needs. This new set of values Inglehart called the post-modernistic values. These values included tolerance, moralism, ethics and environmental consideration. As people with post-modernistic values – in some societies – slowly became the majority these societies transformed into becoming post-modernistic societies. By discussing the theories of Ingleharts and the theories of marketing this thesis that there is a correlation between the values of the post-modernistic society and some of the theories of marketing, such as: stakeholder theory, supply chain management and corporate social responsibility. The use of these theories, therefore, depends on the type of society. To test this point this thesis applied the theories and discussions on a case study of the Danish design furniture manufacturer to test the role of societal significance on the running of a company in a post-modernistic society, such as Denmark. This thesis claims that there indeed exists a societal significance regarding the action and activities of a company.

EducationsMA in International Business Communication (Intercultural Marketing), (Graduate Programme) Final Thesis
LanguageDanish
Publication date2015
Number of pages96