Table of contents Executive Summary (Mai and Maj-Britt) .................................................................................................... 6 1. Introduction (Mai and Maj-Britt) ........................................................................................................... 8 1.1. Introduction .......................................................................................................................................... 8 1.2. Problem statement ............................................................................................................................... 9 2. Method (Mai and Maj-Britt) ................................................................................................................ 10 2.1. Empirical data...................................................................................................................................... 10 2.1.1. Interview guide ............................................................................................................................ 12 2.1.2. Questionnaires ............................................................................................................................. 13 2.2. Theory of science ................................................................................................................................ 14 2.2.1. Hermeneutics ............................................................................................................................... 14 2.3. Theory of science in the thesis ............................................................................................................ 15 2.4. Choice of theories ............................................................................................................................... 16 2.5. Delimitation ......................................................................................................................................... 19 3. Theory ................................................................................................................................................. 20 3.1. International marketing (Mai) ............................................................................................................. 20 3.1.1. Standardisation (Mai) ................................................................................................................... 21 3.1.2. Adaptation (Mai) .......................................................................................................................... 22 3.1.3. Standardisation vs. Adaptation (Mai) ........................................................................................... 24 3.2. Cultural theory (Maj-Britt) .................................................................................................................. 25 3.2.1. Hans Gullestrup (Maj-Britt) .......................................................................................................... 26 3.2.1.1. The horizontal dimension (Maj-Britt) .................................................................................... 27 3.2.1.2. The vertical dimension (Maj-Britt) ........................................................................................ 29 3.2.2. Summary (Maj-Britt) .................................................................................................................... 31 3.2.3. Geert Hofstede (Maj-Britt) ........................................................................................................... 31 3.2.4. Summary (Maj-Britt) .................................................................................................................... 32 3.3. Market communication (Maj-Britt) ..................................................................................................... 33 3.3.1. Transmission paradigm (Maj-Britt) ............................................................................................... 33 3.3.2. Interaction paradigm (Mai) .......................................................................................................... 35 3.3.2.1. Sender (Mai) .......................................................................................................................... 36 3.3.2.2. Message (Mai) ....................................................................................................................... 36 1 3.3.2.3. Medium (Maj-Britt) ............................................................................................................... 36 3.3.2.4. Receiver (Mai) ....................................................................................................................... 37 3.3.2.5. Response/feedback (Mai) ...................................................................................................... 37 3.3.3 Summary (Mai) .............................................................................................................................. 38 3.4. Branding (Mai) ..................................................................................................................................... 39 3.4.1. Brand Equity (Maj-Britt) ............................................................................................................... 40 3.4.1.1. Brand loyalty (Maj-Britt) ........................................................................................................ 41 3.4.1.2. Brand awareness (Maj-Britt) ................................................................................................. 42 3.4.1.3. Perceived quality (Maj-Britt) ................................................................................................. 42 3.4.1.4. Brand associations (Maj-Britt) ............................................................................................... 43 3.4.1.5. Source criticism (Maj-Britt) ................................................................................................... 44 3.4.2. Brand image (Mai) ........................................................................................................................ 44 3.4.3. Brand identity (Mai) ..................................................................................................................... 45 3.4.3.1. The core identity (Mai) .......................................................................................................... 46 3.4.3.2. The extended identity (Mai) .................................................................................................. 46 3.4.4. Summary (Mai) ............................................................................................................................. 46 3.5. Consumer culture (Mai) ...................................................................................................................... 47 3.5.1. Consumer trends (Mai) ................................................................................................................ 48 3.5.1.1. The political consumer (Mai) ................................................................................................. 48 3.5.1.2. Health (Maj-Britt) .................................................................................................................. 49 3.5.1.3. Motivation for consumption (Mai) ........................................................................................ 50 3.5.1.4. Social media (Mai) ................................................................................................................. 51 3.5.2. Summary (Maj-Britt) .................................................................................................................... 53 4. Arla Foods (Maj-Britt) .......................................................................................................................... 54 4.1. Company profile .................................................................................................................................. 54 4.2. Ambition .............................................................................................................................................. 55 4.2.1. Mission ......................................................................................................................................... 55 4.2.2. Character (values) ........................................................................................................................ 55 4.2.3. Vision ............................................................................................................................................ 56 4.2.4. Strategy 2015 ............................................................................................................................... 56 4.2.4.1. Market strategy ..................................................................................................................... 57 4.2.4.2. Three global brands ............................................................................................................... 57 4.2.4.3. Innovation ............................................................................................................................. 58 4.2.4.4. Whey protein ........................................................................................................................ 59 4.2.4.5. Reduce CO2 ............................................................................................................................ 59 2