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  • Cultural Convergence in Emerging Markets: The Case of McDonald's in China and India

    Author(s)
    Jeon, Hyo-Jin Jean
    Meiseberg, Brinja
    Dant, Rajiv
    Grunhagen, Marko
    Griffith University Author(s)
    Dant, Rajiv P.
    Year published
    2015
    Metadata
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    Abstract
    It is a truism that successful organizations of any type adapt and conform to the idiosyncracies of their target consumer groups as it is their customers that embody their raison d'etre. This is especially important for small businesses and entrepreneurial enterprises because they lack the requisite experiential treasure trove or elaborate corporate bureaucracies to accomplish this task typically available to established large firms. In fact, textbooks on international business are full of examples of business failures when consumer proclivities have been ignored by businesses. Informed by this admonition, this manuscript ...
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    It is a truism that successful organizations of any type adapt and conform to the idiosyncracies of their target consumer groups as it is their customers that embody their raison d'etre. This is especially important for small businesses and entrepreneurial enterprises because they lack the requisite experiential treasure trove or elaborate corporate bureaucracies to accomplish this task typically available to established large firms. In fact, textbooks on international business are full of examples of business failures when consumer proclivities have been ignored by businesses. Informed by this admonition, this manuscript seeks to investigate the psyche of Chinese and Indian consumers of a global franchise system, McDonald's. It advances the premise of cultural convergence of Chinese and Indian consumers through the lenses of organizational socialization theory. We examine whether the franchise system's universal culture and the social values of egalitarianism and democratization enshrined in the system are linked to consumers' patronage of McDonald's in the world's two largest emerging markets. Using multivariate analysis of variance, we evaluate cross‐country differences in perceptions of egalitarianism and democratization as well as patronage frequency. Both country‐specific effects and cross‐cultural effects are discussed, and managerial implications for franchisee‐entrepreneurs in each country are outlined.
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    Journal Title
    Journal of Small Business Management
    DOI
    https://doi.org/10.1111/jsbm.12168
    Note
    This publication has been entered into Griffith Research Online as an Advanced Online Version.
    Subject
    Marketing not elsewhere classified
    Banking, Finance and Investment
    Business and Management
    Marketing
    Publication URI
    http://hdl.handle.net/10072/101334
    Collection
    • Journal articles

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