Vilket mervärde ger det svenska ursprunget en produkt på den australiensiska marknaden?
This study examines to what extent Swedish products receive any added-value as a result of their relationship to Sweden on the Australian market. The work is based upon a survey with 67 people in Toowoomba, Australia. An added-value is connected to a country by customers’ thoughts of that country in relation to the products they produce, something which can be magnified or extracted. This survey shows that over 90% of the respondents knew Ericsson, IKEA and Volvo and more then half knew Absolut. These companies all had a stronger product niche than Sweden as a hole whereby I do not find that these companies/brands gain directly from the country-of-origin effect of “made in Sweden”. Something a new company/brand could use to gain stronger recognition, with limited recourses, in the introduction stage to the new market.
School:Högskolan i Gävle
Source Type:Master's Thesis
Keywords:brand country of origin effect sweden australia
Date of Publication:11/06/2006