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C/B/4109. Dissertation. Factors affecting localization strategy of fast food companies in Asian countries

WORDS:
10050
DATE:
2011
PRICE:
109.99 GBP

The dissertation investigates the use of the localization strategy by fast food companies expanded to Asian countries. Literature is reviewed on the importance of the local cultural knowledge in international business, the balance between adaptation and standardization, the strategies of globalization and glocalisation, etc. The methodology of the research is based on the analysis of secondary data and a case study of McDonalds in India, Starbucks in China, and Kentucky Fried Chicken (KFC) in Japan. Conclusions are made about the factors affecting the success of the localization strategy of the fast food companies in Asia.

 

KEYWORDS: Dissertation, localization, fast food companies, Asian countries, McDonalds India, Starbucks China, Kentucky Fried Chicken, KFC Japan, globalization, glocalisation,

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