Understanding the influence of culture on the consumer decision process is an important
part of a marketer’s job. Cultural norms and values, along with consumer perceptions,
family, and group influences, are all factors that can significantly impact the diffusion of
new products or services. Many firms realize that they must adapt existing product or
service models when introducing them into a foreign market.
First, you’ll read the Global Opportunity box titled “Fast-Food Rulers in China” in Chapter 8
of your textbook. Then, you’ll examine the two different strategic approaches adopted by
the fast-food chains KFC and McDonald’s when they expanded into China. Which, in your
opinion, would be the more effective strategy for expanding into India, and why?
Sample Solution