Branding strategies for internationalizing functional food companies

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.author Vaara, Riikka
dc.date.accessioned 2012-02-10T11:29:23Z
dc.date.available 2012-02-10T11:29:23Z
dc.date.issued 2011
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/2274
dc.description.abstract Objective of the Study This study investigates the interrelations between the internationalization characteristics and branding strategies of the Finnish functional food companies. The aim is to identify and analyze what are the potential branding strategy alternatives for the Finnish functional food companies and how they are selected during the internationalization process. Furthermore, the objective is to build a framework explaining the determination of branding strategies in Finnish functional food companies and to develop and empirically examine the influence of the explanatory variables on the branding strategies. Methodology and data collection Qualitative multiple case study was conducted to examine the subject. The study includes two case companies and three brands. The selection of the cases was based on the literature from the field, and clear pioneer companies and the internationalizing functional food brands Valio Ltd. and Raisio Group were identified easily. The primary source of data was achieved through interviews and secondary data from archive sources. Main Findings The results of this study indicate that the internationalization characteristics have strong interconnections with the branding strategy selection of functional food companies. The branding strategy of a functional food company is linked strongly with the chosen operation mode; the Finnish functional food companies use in-house branding strategy with exporting and subsidiary operations whereas co-branding strategy is used with licensing operations. The findings contribute to the literature connecting the internationalization theories and branding strategies. en
dc.format.extent 115
dc.language.iso en en
dc.title Branding strategies for internationalizing functional food companies en
dc.type G2 Pro gradu, diplomityö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Economics en
dc.contributor.department Department of Management and International Business en
dc.contributor.department Johtamisen ja kansainvälisen liiketoiminnan laitos fi
dc.subject.keyword Internationalization
dc.subject.keyword Branding Strategies
dc.subject.keyword Functional Foods
dc.identifier.urn URN:NBN:fi:aalto-201305163160
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 elintarviketeollisuus
dc.subject.helecon food industry
dc.subject.helecon brandit
dc.subject.helecon brands
dc.subject.helecon ruoka
dc.subject.helecon food
dc.ethesisid 12711
dc.date.dateaccepted 2011-09-07
dc.location P1 I


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