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A case study evaluating export of environmentalfriendly products into Norway

Lund, Martin
Master thesis
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URI
http://hdl.handle.net/11250/168533
Date
2010
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  • Master Thesis [4207]
Abstract
The market for environmental friendly products in Norway is increasing. New research and

increased focus on environmental effects are among the largest drivers of demand.

Customers who are concerned about environmental effects are willing to pay premium

prices on products proven to have better environmental quality.

However, exporting environmental friendly products from California to Norway can be

demanding. Customer segmentation abroad is challenging, rules and regulations on import

to Norway are quite comprehensive, and sociocultural differences make demands for extra

marketing efforts.

Industrial analyses identify a potential to differentiate from competitors, offering a more

environmental-friendly product, and a product that can be tailored according to customers’

demands. Resource-based analyses confirm that the company is in position of resources to

make this possible. Both external and internal elements are reasons why direct export

through an agent is the recommend entry mode.

The company represents a green brand, which will be important to promote. Selective media

is what the company is yearning for, and it is recommended to make use of existing channels

of information, in marketing.

A total net present value of NOK seven million over the fifteen next years, if investing

approximately NOK one million today, is estimated.

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