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From Big Mac to Maharaja Mac: An Examination of Brand Management Practices Across National Borders

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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

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.

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2016-12

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SARS: Tensions Created by Emerging Diseases and Global Health Governance in an Increasingly Post-Westphalian World

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There is no doubt that globalization has been a force in history , and especially in the past one hundred years. This is extremely evident in the implications of global epidemics. The global response to Severe Acute Respiratory Syndrome (SARS)

There is no doubt that globalization has been a force in history , and especially in the past one hundred years. This is extremely evident in the implications of global epidemics. The global response to Severe Acute Respiratory Syndrome (SARS) revealed tensions between nation states and international health organization such as the World Health Organization) collectively called "Global Health Governance"). The issue was sovereignty. SARS showed us that there was more state-centric resistance to the Post-Westphalian world than previously thought. Where infectious diseases are concerned, however, the eventual compliance of states with the WHO shows reluctant but tacit compliance with international intervention.

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Date Created
2012-05

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Marketing in the Third Wave of Democratization

Description

During the Third Wave of Democratization, the United States has influenced many different cultures through politics and social interests. The way in which this has occurred is through their marketing and advertising. Many companies are the reason that the United States is a super power today.

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Date Created
2015-05

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The Effects of Cross-Cultural Experiences: A Study of Power Distance and Gender Differences in Cultural Adjustment

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Globalization has necessitated cross-cultural communication among groups and individuals alike, often beginning with management. This project considers how the degree of Power Distance, one of Hofstede's cultural dimensions, may change over time as a result of exposure to different, and

Globalization has necessitated cross-cultural communication among groups and individuals alike, often beginning with management. This project considers how the degree of Power Distance, one of Hofstede's cultural dimensions, may change over time as a result of exposure to different, and often opposing, cultural values. We conducted two surveys 12 weeks apart collecting an initial sample of 317 and retaining a secondary sample of 142. We gathered data on demographics, education, on-campus involvement, cultural dimensions, and levels of comfort with different cultures. Through data analysis we found that as a result of exposure to different cultural values, cultural groups adjust their own views on Power Distance. Specifically, we found that the Anglo cultural group and the international cultural subgroup that had been living in the U.S. for less than 10 years trended towards each other on levels of Power Distance. We also found that international female students adjusted to new cultural surroundings faster than their male counterparts. These discoveries have led us to conclusions regarding the influence of awareness of other cultural values through international exposure, specifically that of Power Distance, as well as male versus female differences in cultural adjustment, and how differing views might trend towards each other with recurrent interaction.

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Date Created
2017-05