The Motives of the International Company’s Choice Between Standardization and Adaptation Strategies in the Restaurant Business

Student: Shcherbakova Margarita

Faculty: Faculty of World Economy and International Affairs

Educational Programme: World Economy (Bachelor)

Year of Graduation: 2016

Nowadays a number of companies in the restaurant business pursue the goal to enter a foreign market. Having decided to start the activity abroad, firms face the problem of the choice of the international marketing strategy. In particular, they have to make a decision about the degree of adaptation required. The matter is that restaurant business is characterized by particular features, such as different taste preferences across the cultures, which often obstacle the implementation of standardization. In the research there will be studied the activities of McDonald's, Burger King and Subway regarding the choice of the strategies in 6 regions of the world. There will be made a conclusion about the motives, which drive this choice.

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