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  • 1.
    Yu, Cui
    et al.
    Halmstad University, School of Business and Engineering (SET).
    Zhang, Ting
    Halmstad University, School of Business and Engineering (SET).
    American Fast Food in Chinese Market: A Cross-Culture Perspective: The Case of KFC and McDonald's2009Independent 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.

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    American fast food in Chinese market
  • 2.
    yu, cui
    et al.
    Halmstad University, School of Business and Engineering (SET).
    zhang, ting
    Halmstad University, School of Business and Engineering (SET).
    Internal factors affecting the organizational internationalization process: Evidence from Huawei case study2010Independent thesis Advanced level (degree of Master (Two Years)), 15 credits / 22,5 HE creditsStudent thesis
    Abstract [en]

    The relevance of global economy are being enhanced day by day, organizational internationalization is becoming more and more important nowadays. Many companies have stated their internationalization process, but not all of them are successful. Thus, the main purpose and aim of this study is to research the relationship between the internal management of organization and firm internationalization process, and find out the most important internal factors (entrepreneur, corporate culture, organizational human resource management) which could push organization to identify the internationalization opportunity and to operate the internationalization process. In this paper, authors construct an original theoretical framework, and chooses Huawei Company as a real example to examine the theoretical results which are concluded from the existing studies.

    Download full text (pdf)
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CiteExportLink to result list
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