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American Fast Food in Chinese Market: A Cross-Culture Perspective: The Case of KFC and McDonald's
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
2009 (English)Independent thesis Advanced level (degree of Master (One Year)), 15 credits / 22,5 HE creditsStudent thesis
Abstract [en]

Culture differences play a significant role in the international marketing, which has drawn many researchers‟ attention. This dissertation will focus on how the cross-cultural environments influence the choice of marketing strategies.

The theoretical framework of this study mainly contains cross-culture theories and 4P marketing strategy. These theories are put together in an analytical model where a connection between the two theories is explained that will be used as a foundation in gathering and analyzing the empirical findings.

The qualitative research strategy is employed in this dissertation. Utilizing the multiple case studies, we choose two sample companies both from USA. The empirical data was gathered through semi-structured interviews on the telephone. Data was also supplemented with secondary data such as company web pages and scientific articles.

The conclusion can be drawn from this study is that culture differences influence the 4P marketing strategies in both of the companies in different ways. Language, value and customer behaviors of a national culture are main factors to affect the implementation of marketing strategy in the international markets.

Place, publisher, year, edition, pages
2009. , p. 63
Keywords [en]
culture, cross-culture, marketing strategy, fast food industry
National Category
Economics and Business Business Administration Economics
Identifiers
URN: urn:nbn:se:hh:diva-3676OAI: oai:DiVA.org:hh-3676DiVA, id: diva2:286121
Presentation
(English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2010-01-19 Created: 2010-01-13 Last updated: 2010-01-19Bibliographically approved

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American fast food in Chinese market(1164 kB)106390 downloads
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf