The Influence of Cultural Differences and Specifics on the Marketing Strategy of McDonald's - Comparison of the Czech Republic and the USA

Autor:	Plesníková, Tereza
Přispěvatelé:	Lhotáková, Markéta, Neuwirthová, Magda
Jazyk:	čeština
Rok vydání:	2012
Předmět:	marketingová strategie Hofstedeho kulturní dimenze Česká republika Spojené státy americké USA McDonald's CZ marketing strategy Hofstede's cultural dimensions
Popis:	The Bachelor's Thesis is focused on cultural and business practices of the United States of America and the Czech Republic. The main goal is to thoroughly examine all the differences in the mentality of these nations using Hofstede's cultural dimensions, and then illustrate these findings on the implementation of marketing and business strategy of McDonald's company. The thesis is concluded by specific examples of marketing and sales campaigns that took place in these two regions.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=od______2186::7c24b87be4eee077a061d54ced110e71 http://www.nusl.cz/ntk/nusl-161960 Zobrazit plný text záznamu