Framtida forskning

Som tidigare diskuterat har vi inte hittat resultat i vår studie som stämmer överens med tidigare forskning gällande maskulinitet och marknadsföring. Det kan mycket väl vara så att det beror på att den bransch vi har valt att undersöka vill använda sig av en standardiserad strategi för vad varumärket står för och därför väljer att inte anpassa till varken maskulin eller feminin kultur. Det kan eventuellt vara så att den teori vi har utgått ifrån använder sig av en förlegad bild av hur Kina förhåller sig till maskulinitet. I och med att varumärken vänder sig till unga på den kinesiska marknaden, kan det vara så att en annons som använder icke-stereotypiska attribut talar till de unga konsumenterna i Kina. Hur globala modeföretag förhåller sig till maskulinitet och maskulina samhällen anser vi därför kan vara intressant för fortsatt forskning.

Kandidatuppsats HT20 Hanna Lundström Ellinor Zakhour

Inom stora modeföretag är det svårare att se vilken internationaliseringsmodell de följer, det behövs en bredare förståelse för hur dem internationaliserar sig respektive anpassar sig. Vanligen följer inte modeföretag en specifik modell eller strategi utan blandas ihop med en global strategi respektive lokal strategi. Ytterligare forskning om hur företagen internationaliserar sig och hur detta ter sig i deras marknadsföring är därför intressant och viktig. Det vore värdefullt att veta hur kulturella aspekter spelar roll i dagens marknadsföring, då expansionen av reklam är stor och sprids världen över. Vidare vore det intressant att ta del av andra teorier om kulturella värden, och mer specifikt hur de kan appliceras inom marknadsföring, snarare än Hofstedes kulturdimensioner, främst för att kunna tillämpas bättre i det ständigt förändrande samhälle vi lever i.

Kandidatuppsats HT20 Hanna Lundström Ellinor Zakhour

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