Intercultural communication as a strategy of global marketing

Marketing strategies of McDonald's in India and Saudi Arabia

Nonfiction, Reference & Language, Language Arts, Communication
Cover of the book Intercultural communication as a strategy of global marketing by Kathrin Gerbe, GRIN Publishing
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Author: Kathrin Gerbe ISBN: 9783638785396
Publisher: GRIN Publishing Publication: June 9, 2007
Imprint: GRIN Publishing Language: English
Author: Kathrin Gerbe
ISBN: 9783638785396
Publisher: GRIN Publishing
Publication: June 9, 2007
Imprint: GRIN Publishing
Language: English

Essay from the year 2007 in the subject Communications - Intercultural Communication, grade: 1,0, University of Newcastle upon Tyne, course: Language and Cross-Cultural Communication, language: English, abstract: The world is growing together. In the wake of globalization many companies have expanded their markets to countries around the world. No matter if in Europe, America, Africa, Asia or Australia - everywhere we are greeted by the familiar corporate logos of global players like Coca Cola, McDonald's and Burger King. I would like to suggest that an important factor of the international success of these companies are specialised marketing concepts, which are based on the individual culture of the respective target country. Intercultural communication seems therefore an important element in marketing products worldwide. In this essay, I will have a look at a company whose name has become synonymous with globalization: McDonald's. The development of the term 'McDonaldization' shows that the company's strategy of efficiency, calculability, predictability and control is effective around the globe (Ritzer in Usunier 2000; Jandt 2004).

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Essay from the year 2007 in the subject Communications - Intercultural Communication, grade: 1,0, University of Newcastle upon Tyne, course: Language and Cross-Cultural Communication, language: English, abstract: The world is growing together. In the wake of globalization many companies have expanded their markets to countries around the world. No matter if in Europe, America, Africa, Asia or Australia - everywhere we are greeted by the familiar corporate logos of global players like Coca Cola, McDonald's and Burger King. I would like to suggest that an important factor of the international success of these companies are specialised marketing concepts, which are based on the individual culture of the respective target country. Intercultural communication seems therefore an important element in marketing products worldwide. In this essay, I will have a look at a company whose name has become synonymous with globalization: McDonald's. The development of the term 'McDonaldization' shows that the company's strategy of efficiency, calculability, predictability and control is effective around the globe (Ritzer in Usunier 2000; Jandt 2004).

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