Cultural adaptation pattern analysis of McDonald's and KFC in the Chinese market
Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
KFC and McDonald’s are two representatives of American fast food brands who are operating in China.Considering the cultural differences between American and Chinese culture, whether and how they adaptthemselves to the Chinese culture caught the authors’ attention. This thesis aimed to explore the culturaladaptation patterns of these two brands, and find out what factors contribute to a successful culturaladaptation model from customers’ perspective.In order to find the answer, the authors based this study on academic theories and studies together withobjective information of KFC and McDonald’s, and carried on a survey based on Chinese market. Aftercombining empirical findings and analysis, two models were derived for KFC and McDonald’srespectively. After the analysis, this thesis also discussed implication and limitation of the results, andsuggestion for future study was presented.
Place, publisher, year, edition, pages
2012. , 38 p.
culture, cultural adaptation, fast food industry, 7Ps, Chinese market
IdentifiersURN: urn:nbn:se:uu:diva-176311OAI: oai:DiVA.org:uu-176311DiVA: diva2:534795
Subject / course
Master Programme in Social Sciences
UppsokSocial and Behavioural Science, Law
Pahlberg, Cecilia, Senior Lecturer