Red Resurrection

by Emily Coe-Björsell

Institution: Uppsala University
Year: 2015
Keywords: diffusion of innovations; rate of adoption; marketing; menstrual cup; stigmatization; menstruation; information; learning; Social Sciences; Economics and Business; Business Administration; Samhällsvetenskap; Ekonomi och näringsliv; Företagsekonomi; Bachelor Programme in Business and Economics; Ekonomie kandidatprogrammet
Record ID: 1345749
Full text PDF: http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-244235


It is argued in this thesis that the stigmatization of menstruation and the atypical product features of the menstrual cup constitute a unique marketing challenge for vendors of the menstrual cup. The purpose of this study is therefore to investigate these issues and the ways in which Scandinavian vendors approach them. Further, the possible effects of this approach on the rate of adoption of the menstrual cup are analyzed. In order to do so, interviews with four Scandinavian vendors of the menstrual cup were conducted. The main findings are that the stigmatization of menstruation is the most influential factor in the marketing of the menstrual cup as it hinders the spreading of knowledge about menstruation and the menstrual cup. It is found that the vendors take an educational approach in order to spread information, which in turn enables learning. Information is spread primarily through word-of-mouth.