Advantages and Disadvantages of Glocalization Marketing Strategy for International Restaurant Chains on the European and Asian Markets

Student: Sokolova Mariya

Supervisor:

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2020

This work is primarily concerned with the advantages and disadvantages of the glocalization marketing strategy for international restaurant chains in the European and Asian markets. The paper uses analysis of case studies in order to answer the research question of whether glocalization strategy helps international restaurant chains successfully enter new markets in Europe and Asia. As a result, the work highlights the main theoretical and practical advantages and disadvantages of the glocalization strategy and also finds some evidence to support the hypothesis that glocalization strategy does, in fact, help international restaurant chains to enter new markets in Europe and Asia.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses