The Global Surf Narrative: Using Narratives in Global Market Strategy
We offer narratives as a strategic global positioning tool. We conducted a six year ethnography in Brazil and US (California and Hawaii) around the surf market. Our results demonstrate the effective, explicit use of a strikingly similar narrative by local and global brands in their retailscape and marketing communications.
[ to cite ]:
Rodrigo Segabinazzi, Hope Schau, Walter Nique, and Melissa Akaka (2016) ,"The Global Surf Narrative: Using Narratives in Global Market Strategy", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 615-616.