advantage and align the communication strategies with the needs of the stakeholders. Nevertheless, this chapter only managed to see the problem from a theoretical point of view and argued above all the companies are different; the next chapter will serve as a case study in –as – order to get closer to solving the problem statement and answer the third research question on how beneficial the communication strategy of Kvadrat is. Case Study The following chapter intends to answer the third research question by making use of the analytical models illustrated in the Theoretical Framework (p26) above in order to see whether the standardized or localized approach is more beneficial for Kvadrat and whether this decision is in line with the blue ocean strategy and addresses the most important stakeholders. Consequently, the following part of the thesis will investigate whether Kvadrat´s standardized marketing fits the environmental characteristics of the Chinese host market. First of all, Kvadrat will be briefly introduced followed by a macro-and micro-environmental analysis both for Kvadrat in Denmark and in China. This will enable the comparison of the environment in the original and host market, which will determine whether theoretically the international – – marketing standardization or localization strategy, would suit Kvadrat better. This environmental analysis will include the stakeholder analysis as well. Afterwards, the Blue Ocean Strategy will be applied to the case and at the end the findings of the two analyses will be summarized and the following chapter will serve as the Discussion (p76) of these findings. Introduction to Kvadrat Kvadrat is the leading manufacturer of design textiles in Europe. The company was established in 1968 and its main purpose is to create high-quality interior textiles and textile-related products for both public and private spaces. Kvadrat is a family-owned business and its headquarters are located in Ebeltoft. It is the main supplier of architects, designer and furniture manufacturers, and its main product range include upholstery and curtains. The mission of the company is: continually seek to push the aesthetic, artistic and “We technological boundaries of textile design. We create high quality products that help architects to shape architectural spaces, designers and furniture manufacturers to produce and craft furniture,
advantage and align the communication strategies with the needs of the stakeholders. Nevertheless, this chapter only managed to see the problem from a theoretical point of view and –as argued above – all the companies are different; the next chapter will serve as a case study in order to get closer to solving the problem statement and answer the third research question on how beneficial the communication strategy of Kvadrat is. Case Study The following chapter intends to answer the third research question by making use of the analytical models illustrated in the Theoretical Framework (p26) above in order to see whether the standardized or localized approach is more beneficial for Kvadrat and whether this decision is in line with the blue ocean strategy and addresses the most important stakeholders. Consequently, the following part of the thesis will investigate whether Kvadrat´s standardized marketing fits the environmental characteristics of the Chinese host market. First of all, Kvadrat will be briefly introduced followed by a macro-and micro-environmental analysis both for Kvadrat in Denmark and in China. This will enable the comparison of the environment in the original and host market, which will determine whether – theoretically – the international marketing standardization or localization strategy, would suit Kvadrat better. This environmental analysis will include the stakeholder analysis as well. Afterwards, the Blue Ocean Strategy will be applied to the case and at the end the findings of the two analyses will be summarized and the following chapter will serve as the Discussion (p76) of these findings. Introduction to Kvadrat Kvadrat is the leading manufacturer of design textiles in Europe. The company was established in 1968 and its main purpose is to create high-quality interior textiles and textile-related products for both public and private spaces. Kvadrat is a family-owned business and its headquarters are located in Ebeltoft. It is the main supplier of architects, designer and furniture manufacturers, and its main product range include upholstery and curtains. The mission of the company is: “We continually seek to push the aesthetic, artistic and technological boundaries of textile design. We create high quality products that help architects to shape architectural spaces, designers and furniture manufacturers to produce and craft furniture,