Global marknadskommunikation inom livsmedelsindustrin : En kvalitativ fallstudie av balans mellan global standardisering och lokal anpassning inom internationell marknadskommunikation

Sammanfattning

The purpose of this study was to examine how Nestlé balances global standardization and local adaptation within international marketing communication in the Nordic market. The study also analyzed how storytelling, influencer marketing, and digital communication strategies are used within this work. A qualitative case study was conducted through semistructured interviews with eight employees at Nestlé Nordic. The findings indicate that Nestlé applies a transnational strategy where global brand consistency is combined with local adaptation based on cultural and market differences. The study further shows that digitalization and social media platforms have changed how international marketing communication is managed by enabling greater global coordination while maintaining the need for local relevance. Storytelling and influencer marketing were also found to strengthen authenticity and consumer relationships in local markets. The study contributes to an increased understanding of how multinational companies manage the balance between global integration and local adaptation in an increasingly digitalized market environment.