What are the different approaches that global companies have towards local marketing in the Nordic region and their driving forces? Case study of Reebok and Beiersdorf

This thesis looks at local marketing in the Nordic countries and whether or not global companies treat the Nordics as one or have at least some localised aspects. A literature was conducted to cover basic marketing theory and consumer behaviour to help understand concepts. Global versus local marketing has been a well discussed topic for decades and there are theories and arguments for both sides. Many companies therefore find an adaptation somewhere in the middle and localise some aspects, while keeping other parts of the marketing mix global. An exploratory, qualitative research was carried out with interviews from experts from their fields to answer questions. The data collection method was in the form of a standardized interview, one on the phone and another one via email. The companies used in this research paper were Reebok and Beiersdorf and the responsible interviewees were a brand director of the Nordics for Reebok and a Consumer and Shopper marketing responsible in Finland for Beiersdorf. The research question is: What are the different approaches that global companies have towards local marketing in the Nordic region and their driving forces? The main findings show that companies ́ main marketing campaigns are designed by a global team and adaptations towards smaller regions, such as the Nordics, can be made by local teams. The main drivers towards localisation are influencer marketing and being there, where the consumers are