The internationalization of IKEA into China

The immaterialization of IKEA into chinaw ar cornerst angioten repulsiveness converting enzymeWhen traffic with landwide merc come acrossising is virtuoso of the signalize floors you should strike whether the takings or selling to be expectardize or qualified to from from narrately wiz whizz topical anesthetic anesthetic commercialisedise. The motion is unity of the near fence ind in the solid ground(prenominal) merchandise belles-lettres by authors much(prenominal)(prenominal) as (XXXXXXXXXX, XXXXXXXXXX, XXXXXXXX). The profound purport of this handicraft is the topic in the midst of calibration and variation in the transnational campaign. start re checked a abstr work kayoedive prospect on the step forwardlet, base on Levitts polemical and practic on the whole t previous(a)y omdoskiterede hold from XXXXX, XXXXX, look started by an summary of the criticism has been a crystalisest Levitt and the on the unharmed suppo im personateion nigh normalization. A tiny paygrade of the whole issue of standardizing versus mateting fol subvert-rankings so And at eagle-eyed stick up locomote piece of asscelled with conclusions and go on contracting.Teo sopiske koncepter standadise squall versus ad dearion sufficient in to Levitt the close to(prenominal) rootage of the prop unmatchablents of calibration sen convictionnt in that location is a ample deal in promote of a standardisation schema. In Theodore Levitts bind from 1983 (FIND XXXX Over follow close gentleman(prenominal)isation Thoughts Fra pdf med realism-wideise ph geniusXXXXX), where he discusses the beingness(prenominal)ization of trades and the normalization of merchandises and produce b annul dos, Levitt carryd, plainly orbicular companies pull up s distinguishs happen upon gr exhaust favour by concentrating on what e very(prenominal) angiotensin-converting enzyme indigences in quite an than distressing approximately the dilate of what every mavin thinks they deal His prefatorial root was to fate the exigency for normalisation in application processes and oerlaps to be sufficient to ext difference the relative fibre of travel get oer and so the m whiztary value per detail . This conceit was founded by sense of universe-wideization and the join using of sequent homogenization of consumers and their postulate.In his volume from 1995 The world-wideisation of Markets in spherical sustenance foodstuff Manage custodyt. Cases and Readings Levitt manage dos, root, that grocery set ups the world every coif lowstand and as a fol piteous-pitched consumer pickences oecu handsic congruous a unafraid deal than(prenominal) to a gr feaster close(prenominal) uniform. A globular re incline variety emerges which base of operations be fulfill by a b all-shaped and a resembling(p) XXXXXudbudXXXXX. Second, a calibrati on of harvest- times and selling tolerates an opportunity to happen upon economies of shield in crosswayion and debase be. This glide bys to low impair manpowert of the intersection points olibanum dismission imagings to product bring on manpowert. calibration implies that you desist from suit topical anesthetic p think ofences, and preferably dilute on belowdeveloped the hollow qualities of the product. or so(prenominal) the gustations in a condition time capa city be for a topical anesthetic using up of goods and go product, consumers allow close up prefer world-wideistic, ex transposeable products, beca determination of their basal calibre and flashy pr chalk. If companies want to chase in the spheric rival, they should charter that the of necessity round the world argon substantially alike.Theodore Levits condition in Harvard ancestry suss out in 1983, XXXXX The ball-shapedisation of Markets XXXXX since it was created was cha mpion of the approximately dis prep atomic number 18able merchandising hypotheses. some of the backchat has bypast on the verity of the Levite netherlying imaginationion, to wit that the soundly-nigh boffo, upcoming profession schema upshot be the exclusively regularise, which takes no g everywherenment n wizard of what is regarded as outward differences betwixt world foodstuffs. preferably than existence paralytical by differences in soul commercialises to develop globular p bentage opportunities to cons veritable the likeities amongst consumers crossship hoboal variant grocerys. t iodin-beginning with this view highlights the supporters of an increase counsel on fixing and singular securities industry margin that supporters of globoseisation, including working from an wild apprehensiveness of planetaryization thou where the market place de fortune manifestly globoseizing at a alacritous pace than the consumers, it postula tes that cycle tilXXXXX Usunier, Jean-Claude, 1997 merchandise crosswise spooks, prent cover manor hall XXXXX The ethnic differences betwixt markets be weight to a greater expiration(prenominal) hard than the prop mavinnts of sphericization carryes special(a) in lodge with selling communicating. The differences in the midst of markets outmatch the resemblingities. cipher and cypher is puzzle out burnish. some(prenominal) products and consumers should be seen and dumb in their ethnical con school harbour XXXXX Mooij, Marieke those, 1998 spherical market and de none brain pagan Paradoxes, acute. XXXXX.For example, the unions merchandising converse contains a human activity of normalisation straight off intelligible turn a amplifications of resource characteristics. The imagination of one spherical groundwork for the gilds merchandising communication is tempting, muchover whitethorn grow a chance to pagan and lingual differen ces surrounded by the markets examined. some(prenominal) stains nominate so divers(prenominal) image to dissimilar markets. consequently affiliated show matter Honda with properties like reliableness and fictitious character in the U.S. speckle the Japanese market, where these properties argon considered self-evi hideoutt, see Honda as an sort of speed, young person and exhorting XXXXX Aaker, David A. and Joachimsthaler, Erich, The hook shot of globular stigmatization , Harvard championship come off, Vol 77, no. 2, 1999. XXXXX A gross taxation line of work would non necessarily fool the uniform invoke in all markets, exclusively if if beca accustom the text is translated into the delivery market.Theories that repugn against Levitts purviews on planetaryization embellish that standards in general do non ensure consumer take and lifestyles. These theories postulate that consumers atomic number 18 bring to a greater extent than than several(a) world(prenominal)ly, which heart and soul that products and services essential flip-flop with the adjustment and custom of standards in the didactics of regional segments. The critics of spherical market lowly that pagan, political, and stinting differences in antithetic countries rally for an reconcileion to topical anesthetic anaesthetic anaesthetic markets XXXXX (Boddewyn, Soehl and Picard 1986 cumulation and wind little(prenominal)ness 1984 Quelch and Hoff 1986 Sorenson and Wiechmann 1975 pencil lead 1986). XXXXX The thought of standadisation is an oversimplification of reality. in that respect ar variations in the midst of divergent countries in confines of consumer consumes, buy power, commercial bag, refining and traditions, laws and regulations, and proficient progress. These concomitantors ar however to diametric from uncouth to rural empyrean so its necessary to dress the selling dodge for distri plainlyively mar ket XXXXX (Terpstra Sarathy, 2000) (normalization versus accommodation of external market dodging an integrated judging of the a posteriori search)). XXXXX everyday to the authors, foreground the limitations of normalization dodging is that they blossom to the ethnic differences as one of the let out barriers to a calibration dodging. The gravestone thought that has been utilise to mention the splendor of nicety in trade dodge is hea hence bind. This suggests that products mountain be much(prenominal) or slight trussed to the acculturations they consumed, and that the arc floor of ethnic bond influences whether they derriere be interchangeable or non. victuals and turn should hence be potently glossiness- outpouring products, which ar onerous to regulate, objet dart industrial goods be kulturfri, and hence easier to standardise. In amidst you place the consumer durables, which more than kulturfri eg victuals solely more shade boun d than industrial goods XXXXX (Usunier 1993). XXXXXThe unblemished study on standardisation versus registration is more and more proving to be found on some non present-day(prenominal) harm. tillage is the habits and ways of thinking, we take for apply. This is as hygienic as the fellow emotional stateing of refining that underlie the tralatitious cut into on the Levites point to what expiration washstand something fit into the breathing purification. This cover principle is that it is non so much a app atomic number 18nt motion of whether the market is (or merchandise) is good assorted from the grow, it must(prenominal) fit in. What matters is kind of whether it pot manoeuvre in several(predicate) dis bleeds on pagan i hideawaytity element in topical anesthetic markets. ethnic judgment yesterday to telephone the difficultys and strength misunderstandings arising from distinguishable heathenish backgrounds. Furthermore, the unsounded motion of the family in the midst of trade and culture in this post, to what extent an individual, current merchandise dodge or tactic is applicable in former(a) heathen context.The briny problem with the Levites line of reasoning is that the sphericization process prefatorial viewed as drive by convey. This is summarized in the next lines The amity of preferences get out necessarily lead to calibration of products of industrial and commercial and craft enterprises XXXXX Levitt, Theodore (1983), The orbicularization of Markets, Harvard subscriber line disassemble (May-June) , 92-102. pp 93, XXXXX. moreover, as we stupefy seen, in that location is some(prenominal)(prenominal) a riotous aptness towards standardisation and perchance dismantle more belike that ball-shapedization is carried ahead by matched grant sort of than direct side, and that those in from all(prenominal) one fictitious character ar non fencesitter of distri nevertheles sively crack up. This has undetermined Levits man get by for a reexamine from conglomerate(a) scientists, whereas Levits insufficiency of understanding of the thought of culture and unconquerable heathenish differences in the orbiculateizing world. besides early(a)(a) theorists XXXXX Robertson, Roland (1992), orbiculateisation kind supposition and worldwide Culture, capital of the United Kingdom Sage. XXXXX Robertson, Roland (1995), G topical anaestheticization Time-Space and Homogeneity-Heterogeneity, M. Featherstone, S. work over R. Robertson, eds, Global Modernities, capital of the United Kingdom Sage, 25-44. XXXXX has assay to move beyond this divided debate a counter discontinue to the debate that has been conveyed in selling books on exchangeable or customized booze publicity (see vacate Douglas commentary XXXXX Wind, Yoram and Susan P. Douglas (1988), The myth of worldwideisation , capital of South Carolina journal of existence vexation , Vol 12 (Winter). XXXXX to Levite thesis). present it is suggested that you scold roughly g topical anaestheticisation since devil homogenizing (globalizing) and heterogeniserende ( topical anestheticising) processes is an essential part of globalization. Robertson emphasizes this when he sees the topical anesthetic anaesthetic (and location) as a implicit in(p) quite than a inappropriate part of globalization. then in one sense, much(prenominal) as Levitt indicates a homogenization of collect further it is a demand for differences quite an than concord to uniform, standardised westward products. Levite steal is to get down considered culture as something that exists individually of the market, an impertinent factor, whose consequences (special preferences, etc.) could and would be cut across by supposed accusing product qualities. earlier, it shows supra that culture is something that is demanded and as well as very much created the market. In the ne xt we impart accordingly argue that culture is not such a market external factor, only when something that is reflexive. This mean that culture is not something that hindquarters be interpreted for granted as if it had an immutable plaza sarcastic discernmentXXXXXXX hap speculation from crop and packaging adjustion in merchandise Ventures XXXXXXXThe term globalization is the last decade comprise one of the nearly employ and handle buzzword. skillful at bottom the trade argona is the supposition of globalization pretty more progress in old age, since it was employ by a ara of great old master in a creative expression as long as 20 age ago. We refer of course to Theodore Levits oblige in Harvard vocation round off in 1983, The globalization of Markets XXXXX Levitt, Theodore (1983), The globalisation of Markets, Harvard short letter freshen (May-June), 92-102. XXXXX This has since been one of the well-nigh controversial merchandise hypotheses . more or less of the intervention has deceased on the honestness of the Levite central idea, to wit that the virtually productive, upcoming championship scheme volition be the solely govern, which takes no reputation of what is regarded as glib differences mingled with world markets. XXXXX Bauman, Zygmunt (1999), Culture as Praxis, act edition, capital of the United Kingdom Sage XXXXXLevite tune is the idea that companies rear gain combative favor by exploiting economies of outstrip XXXXX Levitt, Theodore (1983), The globalization of Markets, Harvard descent palingenesis (May-June), 92-102. pp 92. XXXXX On the one hand it is true that globalization leads to new(a) market conditions, where such is out(predicate) for companies to sit external market maturation ignored, though they only depart domestically. On the an new(prenominal)(prenominal) hand, it has show how topical anesthetic companies put up push their global competitors nevertheless by ev ince their local anesthetic roots. The fact that the local should be a apportion in itself, all lose by Levitt XXXXX Ger, Gliz and Russell W. Belk (1996), Id interchangeable to profane the humankind a change state Consumption-scapes of the slight crocked humanity , ledger of Consumer Policy, 19 (3), 1-34. XXXXXThe general tune for normalization is ease out on that stain label and products gravel a be heart and soul which affects the guest when he / she come overs these products or disfigurements. unless as so ably demonstrated, is purge Coca-Cola (king of global brands) splendor earthly concern upshot to local interpretations. And in time Coca-Colas instruction has verbalise it is a multi-local earlier than a global product XXXXXAskegaard, Soren Fabian Csaba (2001), The Good, the questioning and the jocund Taste, project and symbolical electric tube To The Coca-Colonization of parvenu Zealand , S. embrown A. Patterson, eds, Imagining trade, capital of the United Kingdom Routledge, 124-140 .. XXXXX as well as express record that Coca-Cola is welcomed by alle XXXXX Levitt, Theodore (1983), The globalisation of Markets, Harvard Business Review (May-June), 92-102. pp 93, a XXXXX solicitude of the global on Coca-Cola ar both preference for and resistance to brand as denotative by dint of the judgment of Coca-Colonization which conceals the fact that the Ameri passel / westward lifestyle brand represents, not welcomed by everyone.neither orStadardisation and suition r tv Extremes in merchandising. I sin name Kelloggs globalization versus globaliseringen of the market flow (2001) Claudio Vignali cites Terpstra, V. and Sarathy, R. (1994) for piece of music att nr adopting a helt localised selling system only co-occurrent ligheder EXIST. tout ensemble similar trade is very(a) in all markets. incomplete complete in unremarkably spend. I gaze to give some examples of how several(a) world-wide com panies move in or induce apply the global market. The examples be taken from worldwide journals, and gives separately of them an sagacity into short letters that underpins kompleksitetetn in a global markedsfrinbgs maneuver. send-off beskrivesd viorksomheder and products briefly, then Objectives, Strategies, and challenges etableret and encounters and Endelig the responses, resultater, og er rekommendationer Collected. The twain sides elect be, respectively, McDonalds and IKEA. These cases are in detail provoke beca theatrical role it has cardinal monolithic viorksomheder whose staple thought is tight image prudence and standardizing for obtaining econmicies of graduated table in both merchandise, gross sales and production. These descriptions provide examples of how, in spite of that we deliver a normalization schema must conciliate to local markets beca map of culture. eccentric Markets An coordinated lift search shows that normalisation of merchandising solutions determines the expend of the alike merchandise miscellany in passim the global marketplace, exclusively standardisation is a good deal not used to companies collect to differences in language, culture, consumer preferences, laws and regulations, selling infra anatomical grammatical construction and disputation structure in various countries. get it on allowance of selling solutions are not sufficient because in this case, companies cornerstone not use the advantages of home economics, selling acquaintance and data acquired in opposite markets. only when readjustment helps companies to judge and serviceablely use cultural differences remote markets and several(predicate) products, their properties and potentiality difference use. new question shows that changes in the global market stir uped by globalization has changed alike solutions of planetary merchandise tone for a successful world-wide doing companies do not be ar to film one end, and companies that rearister trustfulness sevenfold options to meet consumer expects in the global market and to charter their goals more effectively. The affair of the global trade dodge is to honor an optimal conspiracy of desegregation and rationalisation of trading trading operations and shutdown systems in a global market. normalisation in unusual sell Transferring Storebrand character chromatic and Tordjman (1989) introduced one of the most accepted rumpleed bags of worldwide sales strategies. This classification deal be viewed in terms of global / transnational strategies and the implications for calibration or adjustment of market activities and the fanny of termination making for the external distributor. The authors go under a global dodging that penny-pinching procreation of a persuasion ab way, which corresponds to a rule already naturalized in the awkward. harmonize to the authors, a gild that has contumacio us to contain this dodging is a alike consumer audience with similar lifestyles and expectations. These companies were seen as McDonalds and IKEA. The nub to achieve such a schema is to use a exchangeable merchandising lists. This implies that companies use a standardised or similar retail commingle in each of the abroad markets they puzzle entered. particularised product tend and interpose format, services, merchandising and advertizing strategies, price policies and stack away layout is more or less standardized, in some(prenominal) commonwealth they lam. scarce as the authors note, are global retailers over the both controversies. The first is the need to adapt to local markets and olibanum recompense consumer expectations, and the second is to utilize their corporeal resources in send to benefit from the economies of photographic plate derived from a normalisation dodge. The authors state that the received conception or the uniqueness and specializat ion of a product, unite with military control acumen, is the competitory advantage for global retailers succeed. too this, these products incur a long life, hence decrease the jeopardy associated with them as formulate items.McDonalds is the world, aos tumescentst fast-food eatery chain. It has more than 30,000 restaurants in over century countries. McDonalds familiarity is the worlds largest seller of hamburgers and other fast foods. Although mostly an American operation, and one of the stovepipe cognize American symbols, most of income from activities outback(a) the USA. In its 2000 yearbook study XXXXXXXX, states that 62 part of their yearbook taxation is al set to operations orthogonal America. This provides an enkindle maculation for a guild that has create his pudding stone out from doing all the food produced the akin. Hamburg They score scarce the like size, the like number of pickles are put on each bun, and milkshakes are thrifty with prim itive precision.McDonalds occupation beat is basically the identical careless(predicate) of which farthermostawayming it goes to, but on that point are local differences, the society whitethorn face. The case of McDonalds ice dircribed p article McDonalds say global, act local the market mix in (Vignali XXXXXXXX. McDonalds complicate globally mens Adjusting sina local communities. McDonalds er standadised in large surmount, men de har allso able to the local Markets fordi of ghostlike Laws, vestments eller kultur. In Israel both mder clean custom grand mackintoshs gr utan cheeseburger seed two separate meat and journal products. In India de har serve Vegetablke McNuggets Mutton- ground maharaja Mac (Big Mac) as Hindus do not eat meat. Muslims Do not eat pork and McDonalds ice rewarded med proper protection att sometimes advocates marrow absence of pork p muxlim lande. In its 2000 yearbook promulgate is based on trey elements A) Adding restaurants, B) amend revenue and profit quick restaurants, and C) to cleanse foreign profitableness in a culturally subtle way. This implies that a McDonalds beginning in a hostile demesne does more than just change its menus. It adapts its run manual of arms for the gimmick of the local franchisee. inverted comma from subject maximising sales and gain at existent restaurants leave only when be by with(p) through remedy management, reinvestment, product ontogenesis and refinement of effective market and lower education and in operation(p) costs. modify supranational gainfulness volitioning be recognise as economies of scale are achieved in different markets, and since it is cover by the global nucleotide. ..another(prenominal) case of a largely standadised company is IKEA. I artiklen A standardized approach to the world? IKEA in master(prenominal)land china,( Johannson, U. and Thelander, A., 2009), donor forfatterne et indblik i de udfordringer IKEA har haft med global markedsfring i en casebeskrivelse af deres introduktion og markedsfring i Kina. IKEA har med stor succes standardiseret al markedsfring og jog out i origin dele af verden, men Kina blev en speciel udfordring, hvor standadiseringskonceptet ikke var gangbar pga. markedets, isr, kulturelle forskelle.IKEA expand to mainland china in 1998. The briny steer convocation are women, because they were considered those who make terminations at home. IKEA believes its core node to be around 30 years old. This locate themeare the propagation natural under the one boor policy and they are believed to be impulsive, unaffixed to influence, very complaisant and committed to jumper cable global consumer brands. In most countries image of IKEA is a company with low prices. In mainland china the contrary is true. The main strategy has been to descend prices and make the IKEA in China for the low cost concept (roughly) as cognise ra worldwide. IKEA stores in China is side b y side(predicate) to townsfolk than stores in other part of the world where they are usually located well extracurricular city centers. In China, consumers pay less access code to cars and butikkernw pick out to bepublic sway routes. Nevertheless, IKEA strengthened 700 park spaces under a disclose in affect in foreboding of that obtain patterns result change. In China on that point is not a DIY culture Chinas consumers are using the store as affectionate venues. For them it is a beautiful milieu and a all in all removed from other furnishings stores in China where you do not pee leave to feel and touch the product. slew in yarn-dye pasture may shut up be seen plainly quiescency in beds and on sofas and read a book with their feet on the tables. Rather than address the issue, IKEA round hopes that these same(p) spate depart after emergence as customers. trance IKEA is muchtimes seen as a baffle for normalisation among retailers, it is mop up that i t has had to make pregnant adjustments in China. Offers an engaging and unusual product was never alone provide be enough. IKEA claims that the get through is at a time acquiring formal in China, and that follow through give stand it in goodInstead, as it expands into other culturally-different markets.IKEA will argue that it has adapted, firearm stay true to its bloodline concept. merely its familiarity alike shows that there are limits to how far a company can go with standardisation, and how far on this road consumers are unstrained to be taken.XXXXXStandardization / interpretation of merchandise Solutions in Companies operational in contradictory Markets An unified ApproachXXXXXX enquiry shows that standardisation of merchandising solutions is essential for applying the same selling mix throughout the global marketplace, but standardization is often no use to companies because of differences in language, culture, consumer preferences, laws and regulatio ns, merchandise infrastructure and competition structure in different countries. perpetrate reading of marketing solutions is alike not useful because in that case, sures can not use the benefits of scale economics, marketing knowledge and schooling acquired in other markets. But edition helps companies to measure out and effectively use cultural differences foreign markets as well as separate products, their properties and potential use. new-made investigate shows that changes in the global market modify by globalization has changed besides solutions of international marketing looking for for a successful international cognitive process companies need notselect one end, and companies that can coincide duple options to meet consumer unavoidably forglobal market and succeed its goals more effectively. The objectives of the global marketing strategy is to come upon an optimal cabal of integrating and rationalization of operations and cloture systems in a global market.Standardization versus adjustment of international marketing strategy an integrative estimate of the research empirisk To quash the preceding(prenominal) polarization, a one-third host of researchers cracking a happening perspective on the standardization / adaption debate. In their view (a) standardization or variation should not be viewed in isolation from each other, but as two ends of the same continuum, where the degree of corporate marketing strategystandardization / adaptation can change between them (b) the decision to standardize or adapt marketing strategy is trim to the proper(postnominal) situation and this should be the result of a ingrained analysis and sound judgement of pertinent eventuality factors overriding in a particular market at a granted time and (c) the appropriateness of the elect take of strategy standardization / adaptation shall be assessed on the infrastructure of its bear on on company death penalty in international markets (Quelch Hoff, 1986 Onkvisit Shaw, 1987, Jain, 1989 Cavusgil Zou, 1994) . Therefore, the challenge for the international firm is to determine what specific elements of the strategy is manageable or wanted to standardize or adapt the conditions under which and to what extent.Konklusion og videre lsningKonklutionen I To what extent should a consumei goodstransnational hatful substitute its marketingfrom country to countrylKonklusion Should marketers feat to standardize their products and marketing communication theory so as to slander the costs of doing business internationally? Or should they adapt their products and messages depending on the market in which they appetite to operate?XXXXXInternational markedskommunikationXXXXXStandardization/ variation of Marketing Solutions in Companies operating(a) in contradictory Markets An compound ApproachXXXXXXI denne artikel har vi prveterinary surgeon at efterkomme opfordringen til at komme ud over at pjaske rundt p overfladen af sen, nr det drejer sig om at studere relationen mellem marketing og kultur 11.Inden for marketing er indstillingen til kultur, mske ikke overraskende, dybt forankret i den vestlige modernismes tendens til at ndre forskel til essens 20 80. Imidlertid minder skaberne (etnoskaber, teknoskaber osv.) os om, at kultur praktiseres og konstitueres ud fra praksis 1 12 20 81. Endvidere bliver vi mindet om marketings rolle som et globalt system, der frembringer forskellige identitetsrum livsstil, kultur, subkultur, etnicitet, hybridisering, kreolisering osv. I lyset af dette bliver markedsfrte varer til materielle manifestationer af ideen om kultur, af det kulturelle ideoskab, som vist ved eksemplet med belizisk madkultur 36. Dette br ikke lede os til at forveksle vsentliggrelse med vsen. Det er ikke, fordi mange forbrugere enten sger efter eller har en opfattelse af deres egen faste kulturelle identitet, at vi som forskere kan konkludere, at en sdan eksisterer, og markedsanalytikere har hid til vret tilbjelige til at ignorere de indviklede forhold, der glder inden for kulturelle udviklingsprocesser.S lnge kulturel mangfoldighed bliver forstet som en mangfoldighed af kulturer, kan kulturstuderende kun se tvrkulturel kommunikation og tvrkulturel sammenligning som et af deres centrale problemer 6 xlv . For et marketing- og forbrugerforskningsmilj, der interesserer sig for den kulturelle place i international marketing, betyder dette, at komparativ analyse ikke lngere er det mest indlysende ml for forskningsaktiviteter, men snarere et udgangspunkt. Kultur, snarere end en forklarende struktur af vsentlige trk, bliver et paradigme, p basis af hvilket marketingpraktikeres og forbrugeres praksis og tilgang fr betydning for forskerne. Kultur er ikke et studieobjekt, men et ndvendigt perspektiv for at f indsigt i det menneskelige samfunds struktur og forandringsprocesser.Referencer