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The Impact Of Culture On Multinational Business Expansion: A Case Study Evaluating Merchandising In Asian 7-Eleven Franchises, Matthew H. Yang, Gallayanee Yaoyungyong
The Impact Of Culture On Multinational Business Expansion: A Case Study Evaluating Merchandising In Asian 7-Eleven Franchises, Matthew H. Yang, Gallayanee Yaoyungyong
Association of Marketing Theory and Practice Proceedings 2020
While advances in technology (e.g., smart devices, mobile apps) and the growth of digital media (e.g., social media) have created new opportunities and enabled many businesses to successfully invest and expand globally, multinational corporations can still fail to thrive in another country due to misunderstanding local cultures, values, and expectations. To explore this issue, this case study investigates the impact culture has on a multinational corporation and investigates how the product lines change based on the location of the business. This case study focuses on 7-Eleven due to the vigorous growth of the company in Asia- China, Hong Kong, Japan, …