Finnishness as a part of brand communication - A multiple case study of design companies entering the Japanese market.

 |  Login

Show simple item record

dc.contributor Aalto-yliopisto fi
dc.contributor Aalto University en Meriläinen, Jannaliina 2014-03-17T07:42:53Z 2014-03-17T07:42:53Z 2013
dc.description.abstract Objectives of the study: The objective of this study was to understand how and why Finnishness is utilized in Finnish companies' brand communication when they enter new foreign markets. In this research the Japanese consumer market was under closer investigation. Country of origin and its effects is a widely studied phenomenon but the research so far has failed to examine the topic from the company point of view. This research filled the existing research gap and answers to following research questions were studied: 1) How is Finnish country of origin utilized as a part of Finnish companies' brands when they enter the Japanese market? 2) How intensive is the role of Finnishness in the company's brand message? 3) Why do Finnish companies use country of origin in the Japanese market? Methodology: This research was conducted using qualitative case study method. In the empirical part, brand communication of three small Finnish design companies was focused on. Both primary and secondary data were utilized. Marketing materials and products of the case companies were analyzed first. In addition, primary data was collected through theme interviews with company key informants. These interview findings were contrasted with the findings gathered from secondary data analysis. Empirical data was arranged according to themes, and the findings were analyzed using the concepts from existing country of origin literature. Also two open interviews were conducted in the early stages of the research process and further data was collected from a country image workshop. These sources provided supporting data and were utilized in both case company- and interview theme selection. Research findings: The main findings of this study suggest that the role of country of origin communication is not limited to the use of Made in -label. Finnishness was found to be communicated through either verbal, visual or thematic signs or through all of them. The role of Finnishess varied between the cases but none of the companies were found to systematically utilize origin information. Rather, also other brand elements were seen as important to communicate. In the case where the role of Finnishness was the greatest, country of origin was seen to be integrated into product design and it became a part of brand communication. In this case the role of Finnishenss was not altered in the Japanese market. In other two cases Finnishness was one of the secondary brand associations but it was not intentionally attached to the brand. However, the companies found communicating made in information important in the Japanese market thanks to the positive product country image of Scandinavian design and Japanese consumers' knowledge of Finland. en
dc.format.extent 126
dc.language.iso en en
dc.title Finnishness as a part of brand communication - A multiple case study of design companies entering the Japanese market. en
dc.type G2 Pro gradu, diplomityö fi Kauppakorkeakoulu fi School of Business en
dc.contributor.department Johtamisen ja kansainvälisen liiketoiminnan laitos fi
dc.contributor.department Department of Management and International Business en
dc.subject.keyword country of origin
dc.subject.keyword brand communication
dc.subject.keyword Finnishness
dc.subject.keyword Japan
dc.subject.keyword meaning transfer
dc.subject.keyword secondary brand associations
dc.identifier.urn URN:NBN:fi:aalto-201403171583
dc.type.dcmitype text en
dc.programme.major International Business en
dc.programme.major Kansainvälinen liiketoiminta fi
dc.type.ontasot Master's thesis en
dc.type.ontasot Pro gradu tutkielma fi
dc.subject.helecon kansainväliset yhtiöt
dc.subject.helecon international companies
dc.subject.helecon kansainvälistyminen
dc.subject.helecon internationalization
dc.subject.helecon brandit
dc.subject.helecon brands
dc.subject.helecon identiteetti
dc.subject.helecon identity
dc.subject.helecon imago
dc.subject.helecon image
dc.subject.helecon Suomi
dc.subject.helecon Finland
dc.subject.helecon Japani
dc.subject.helecon Japan
dc.ethesisid 13542 2014-02-12
dc.location P1 I fi

Files in this item

Files Size Format View

There are no files associated with this item.

This item appears in the following Collection(s)

Show simple item record

Search archive

Advanced Search

article-iconSubmit a publication


My Account