Kavli Selling Cheese in a Tube to the World

Massiel Carolina Henríquez Parodi, Erik Lankut, Ilan Alon

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

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.

Original languageEnglish
Title of host publicationIntercultural Management in Practice
Subtitle of host publicationLearning to Lead Diverse Global Organizations
PublisherEmerald Group Publishing Ltd.
Pages27-34
Number of pages8
ISBN (Electronic)9781839828263
ISBN (Print)9781839828270
DOIs
StatePublished - 1 Jan 2021
Externally publishedYes

Keywords

  • Product innovation
  • adaptation
  • cultural environment
  • foreign markets
  • internationalization
  • marketing mix
  • marketing strategy

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