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Vilket mervärde ger det svenska ursprunget en produkt på den australiensiska marknaden?

by Karlsson, Karl

Abstract (Summary)
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.
Bibliographical Information:

Advisor:

School:Högskolan i Gävle

School Location:Sweden

Source Type:Master's Thesis

Keywords:brand country of origin effect sweden australia

ISBN:

Date of Publication:11/06/2006

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