Rooted and Exported: Marketing Culturally Embedded Products in International Markets : Sustaining Cultural Meaning in Modern Marketing

Sammanfattning

Introduction - As products with cultural heritage and authenticity gain global recognition, the internationalisation of culturally embedded products has increased notably in recent years. Within the studies conducted, most research examines cultural products through a consumer perspective, lacking insights into firms’ practices. Purpose - This study aims to explore how firms implement marketing strategies for culturally embedded products in international markets. Methodology - The study adopts an exploratory qualitative approach through semi-structured interviews with firms involved in the production, distribution, and marketing of culturally embedded products. The case studies consist of companies operating in the matcha and kava industries. Findings - The findings revealed that firms implement international marketing strategies for culturally embedded products through selective adaptation while preserving cultural authenticity. These products are often positioned as premium, with distribution and channel choices playing a key role in communicating value and identity across markets. Promotion mainly focuses on educating consumers through heritage narratives and visual representations that connect meaning and authenticity. Implications - This study implies that traditional international marketing theories are not sufficient to understand the marketing of culturally embedded products, needing refinement offered by empirical research.