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Kavli Selling Cheese in a Tube to the World

Intercultural Management in Practice

ISBN: 978-1-83982-827-0, eISBN: 978-1-83982-826-3

Publication date: 16 August 2021

Abstract

How do you sell a Norwegian invention, Cheese in a Tube, to a world used to cheese coming as a block or in slices? This is something Kavli has succeeded in doing despite established cultural norms for cheese and related food products. Adapting to new cultural environments requires a reexamination of the market mix and positioning of the product, especially when the product has a strong home country cultural specificity. More distant markets have different preferences and environments and may require some degree of adaptation of the firm's marketing mix. The capacity of the firm to adapt to these differences and to respond to this challenge can make the difference for the future survival and long-term success of the firm.

Keywords

Citation

Parodi, M.C.H., Lankut, E. and Alon, I. (2021), "Kavli Selling Cheese in a Tube to the World", Chavan, M. and Taksa, L. (Ed.) Intercultural Management in Practice, Emerald Publishing Limited, Leeds, pp. 27-33. https://doi.org/10.1108/978-1-83982-826-320211004

Publisher

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Emerald Publishing Limited

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