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Marketing Strategies of European Companies in the Middle East:  Case study Zara and H
Mälardalen University, School of Business. Mälardalen University, School of Sustainable Development of Society and Technology. (1930)
Mälardalen University, School of Sustainable Development of Society and Technology. (1930)
2008 (English)Independent thesis Basic level (degree of Bachelor), 10 points / 15 hpStudent thesis
Abstract [en]

 

 

Research question

What role does the competitive advantage of nations play when

European companies, such as H&M and Zara, choose to establish

in the Middle East? And what are their marketing strategies and

whether to adapt or standardize.

 

 

 

Purpose

 

The purpose is to study if European companies choose certain

 

 

 

 

 

 

 

 

 

 

 

 

Abstract

Date September 29, 2008

Level Bachelor Thesis in Business Administration, 15 ECTS credits.

Authors Eliane Selwan Samar Younan

Supervisor Leif Sanner

Title

 

Marketing strategies of European companies in the Middle East.

Case Study: Zara and H&M

Research question

 

What role does the competitive advantage of nations play when

European companies, such as H&M and Zara, choose to establish

in the Middle East? And what are their marketing strategies and

whether to adapt or standardize.

Purpose

 

The purpose is to study if European companies choose certain

countries of the Middle East because they have a competitive

advantage over others and their way of “fitting in” to the new

nation to either standardize or adapt. We know that markets can

differ very much from one another and would like to study

whether the same strategy when opening domestically is also used

or changed when establishing in a different market like the Middle

East.

Method

 

The authors have been using qualitative data. Qualitative data in

the form of interview questions through e-mailing and secondary

sources such as books, articles and journals. No quantitative data

has been added because the authors did not believe it would have

an impact on our results and conclusion.

Conclusion

 

Porter’s determinants are a good help on the way, but it is not

Place, publisher, year, edition, pages
2008. , p. 40
Keywords
Marketing strategies, porter, zara, h&m
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-1296OAI: oai:DiVA.org:mdh-1296DiVA, id: diva2:37818
Presentation
R 2- 122, Högskoleplan 1, Västerås (English)
Uppsok

Supervisors
Examiners
Available from: 2008-11-06 Created: 2008-10-14 Last updated: 2008-11-06Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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Output format
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