Jarlsberg, the Norwegian cheese brand, is a mild Swiss-Emmentaler type of cow's milk cheese that has large, irregular holes. The history of this cheese can be traced back to the middle 1850s. Its creator, Anders Larsen Bakke, was a local farmer/entrepreneur and a pioneer in Norway's dairy industry. He produced the village of Vale in the county of Vestfold, some 80 km south of Oslo. The cheese came to be named "Jarlsberg" because "Jarlsberg & Larviks Amt" was the name of the county until 1918. Today, the producer of Jarlsberg, TINE SA, is Norway's largest producer, distributor, and exporter of dairy products. Since the start of 1961, the exports of Jarlsberg have grown substantially. Annually, more than 23,000 tons of Jarlsberg are consumed worldwide. Jarlsberg is currently the most sold foreign cheese on the US and Australian markets. In the US market alone, Jarlsberg cheese is sold in 30,000 supermarkets. Until now, Jarlsberg's assorted agents and partners in various export countries have been responsible for the local ads. The four photographs included here illustrate this approach of localized advertising. UK www JARISBERG BE FIT EAT FIT THE CHAMPAGNE OF CHEESES JARLSBERG LITE Russia QUESTIONS 1. Explore the different cultural characteristics behind the different ads above. Use the Hofstede and Hall theories. Australia 50% 60% 30 USA 2. Would it be a good idea for Jarlsberg to standardize the international advertising? Explain your rationale.