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  • The Global-Local Dilemma in the Marketing Mix: a Comparison of Italian and Russian Consumers' Perceptions of American Fast Food Restaurants

The Global-Local Dilemma in the Marketing Mix: a Comparison of Italian and Russian Consumers' Perceptions of American Fast Food Restaurants

Student: Falco Santi

Supervisor: Sergey P. Kazakov

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Final Grade: 8

Year of Graduation: 2019

In the global scenario, when firms decide to expand their business to new countries, they face an important trade-off between two different choices: the standardization or the adaptation of their marketing mix. This issue is called global-local dilemma. The main goal of this dissertation is to find an answer to this question, and to achieve this goal the standpoint adopted is the consumers’ one. The markets selected for running the experiment are the Russian and the Italian one, two countries that present several differences in political, economic, cultural and social terms. The industry selected is the America fast food industry, an industry where players compete internationally, where consumers are million and where the global-local dilemma has a relevant significance. Through a survey and a focus group, we want to compare the perception of Italian and Russian consumers in order to find out which of the 7Ps of the marketing mix has to be standardized and which has to be adapted.

Full text (added May 13, 2019)

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