Adapting design to foreign markets - A case study of three Finnish fashion firms

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.author Timonen, Elina
dc.date.accessioned 2013-01-24T02:30:22Z
dc.date.available 2013-01-24T02:30:22Z
dc.date.issued 2012
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/7569
dc.description.abstract AALTO UNIVERSITY SCHOOL OF BUSINESS Department of Management and International Business November 2012 Master’s Thesis Elina Timonen Adapting Design to Foreign Markets – A Case Study of Three Finnish Fashion Firms ABSTRACT Objectives: The importance of design for the national competitiveness of Finland and the rise of several design intensive companies has led many researchers to study the topic of international competitiveness of the Finnish design industry and designintensive firms. In terms of international marketing strategy, firms have usually two choices: to adapt or standardize their offering. While the research on the debate between adaptation and standardization has been abundant, what has not been researched in more detail is how design firms, especially in the fashion industry, adapt to foreign markets. The purpose of this study is thus to examine how small Finnish fashion companies adapt design to foreign markets and what are the drivers for adaptation and standardization of different marketing mix elements for these companies. Furthermore, the study aims to find out what is the balance between the adaptation and standardization of the marketing mix elements. Methodology: Qualitative case study research was selected as the research method. In the empirical study, three case companies from the Finnish fashion industry are interviewed. The interviewees are the owners/directors as well as the head designers of the company. In addition to face-to-face interviews some of the interviewees were sent additional questions by E-mail after the interview. Company websites and social media sites were used as secondary data sources to support the empirical data. Results: The findings of the study indicate that Finnish fashion firms adapt to foreign markets by designing a vast product selection with variety where the needs and wants of the local consumers are taken into consideration. All case companies adapted their products while place was the most standardized element. National culture, especially religion, was the most prominent driver for adaptation whereas maintaining a certain brand image was the main driver for standardization. Key words: design, adaptation, international marketing strategy, marketing mix, fashion firm en
dc.format.extent 118
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title Adapting design to foreign markets - A case study of three Finnish fashion firms en
dc.type G2 Pro gradu, diplomityö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.contributor.department Department of Management and International Business en
dc.contributor.department Johtamisen ja kansainvälisen liiketoiminnan laitos fi
dc.subject.keyword design
dc.subject.keyword adaptation
dc.subject.keyword international marketing strategy
dc.subject.keyword marketing mix
dc.subject.keyword fashion firm
dc.identifier.urn URN:NBN:fi:aalto-201301251238
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 liike-elämä
dc.subject.helecon business life
dc.subject.helecon kansainvälinen
dc.subject.helecon international
dc.subject.helecon markkinointi
dc.subject.helecon marketing
dc.subject.helecon design management
dc.subject.helecon design management
dc.subject.helecon strategia
dc.subject.helecon strategy
dc.subject.helecon muoti
dc.subject.helecon fashion
dc.ethesisid 13114
dc.date.dateaccepted 2012-11-30
dc.location P1 I


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