P/B/479. Dissertation. Transnational corporations in China: localization of Unilever

The dissertation aims to investigate the strategies of Transnational Corporations (TNC) operating in China. The review of literature touches upon the economic and cultural features of contemporary Chinese market, the history of TNCs in China and the incentives for their expansion, the aspects of the localization process including ethical issues, the challenges of TNCs localization in China, etc. The study of Unilever, the Anglo-Dutch producer of consumer products and food, is conducted using SWOT analysis and outlining various aspects of its localization in China. The research is based on the combination of quantitative and qualitative methods with secondary data applied to the primary data interpretation (interviews) in the case study of Unilever China. Conclusions are made about the success factors and pitfalls of localization.