The Global Surf Narrative: Using Narratives in Global Market Strategy

Rodrigo Segabinazzi, Federal University of Rio Grande do Sul, Brazil
Hope Schau, Eller College of Management, University of Arizona, USA
Walter Nique, Federal University of Rio Grande do Sul, Brazil
Melissa Akaka, Daniels College of Business, University of Denver, USA
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.