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  1. KEEP
  2. Theses and Dissertations
  3. Barrett, The Honors College Thesis/Creative Project Collection
  4. From Big Mac to Maharaja Mac: An Examination of Brand Management Practices Across National Borders
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From Big Mac to Maharaja Mac: An Examination of Brand Management Practices Across National Borders

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Description

In recent years, trade restrictions have been lifted, national borders have opened up, and technology has improved. As a result, companies have been able to expand beyond their home countries and operate in foreign markets. This phenomenon has led to the rise of multinational corporations. Although there are been a trend towards international pursuits, not all businesses have been successful overseas. Further, there is no foolproof way to guarantee that a company will be lucrative in other markets. Some large, well-known multinational corporations have experienced great success in their home markets as well as some foreign markets; however, the same companies have experienced defeat in other national markets. The international expansion strategy that a company must pursue in order to be successful in a foreign market varies depending on the company as well as the foreign market it is entering. For this reason, companies must tailor their foreign expansion strategies to each of the markets in which they operate. From Big Mac to Maharaja Mac: An Analysis of Brand Management Practices Across National Borders examines international business expansion, particularly looking at brand management practices utilized by an array of multinational corporations. This thesis aims to research, analyze, and pinpoint key international brand management strategies and then make recommendations for corporations that are currently operating in a single market but wish to expand their reach beyond their home market's national borders.

Date Created
2016-12
Contributors
  • Naidu, Deepika Sriramineni (Author)
  • Montoya, Detra (Thesis director)
  • Schlacter, John (Committee member)
  • W. P. Carey School of Business (Contributor)
  • Department of Marketing (Contributor)
  • Barrett, The Honors College (Contributor)
Topical Subject
  • Glocalization
  • Global Expansion Strategies
  • Brand Management
  • Globalization
  • International Business
  • International Brand Management
  • Marketing
Resource Type
Text
Extent
72 pages
Language
eng
Copyright Statement
In Copyright
Primary Member of
Barrett, The Honors College Thesis/Creative Project Collection
Series
Academic Year 2016-2017
Handle
https://hdl.handle.net/2286/R.I.40388
Level of coding
minimal
Cataloging Standards
asu1
System Created
  • 2017-10-30 02:50:58
System Modified
  • 2021-08-11 04:09:57
  •     
  • 1 year 5 months ago
Additional Formats
  • OAI Dublin Core
  • MODS XML

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