publication . Master thesis . 2017

Cultural Differences Applied in International Marketing : Cases Of McDonalds and Red Bull

Abdulkerimova, Assiyat;
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  • Published: 01 Jan 2017
  • Publisher: Vysoká škola ekonomická v Praze
  • Country: Czech Republic
The main purpose of this thesis is to demonstrate how culture and cultural differences influence on the international marketing. Also, it demonstrates how international companies deal with cross-cultural issues and problems. First, the importance of culture and two models of cultural dimensions like Hofstede and Trompenaars will be analyzed and discussed. Second, the marketing activities of two international corporations- McDonald's and Red Bull will be discussed and analyzed. The research will be based on secondary bibliographic sources. Also I will express my own opinion during the analysis. The reason why I chose this topic is that on my opinion it is interes...
free text keywords: Marketing; International; Mezinárodní; Kultura; Culture
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