The basis of business internationalization—Adaptation

Rui Wang () and Bo Cong
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Rui Wang: Central University of Finance and Economics, School of International Economics and Trade
Bo Cong: Central University of Finance and Economics, School of International Economics and Trade

A chapter in Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022), 2023, pp 1795-1800 from Springer

Abstract: Abstract Based on the core elements of international market development and sales management theory, this paper expounds the core elements and basic logic of international marketing theory. Through the empirical analysis and comparative analysis of KFC and McDonald's, two American fast food companies in the Chinese market, to demonstrate the importance of commercial marketing localization, it shows that commercial localization is the basis for enterprises to go international and become global influential companies. At the same time, this paper will also give constructive suggestions according to the development stage, the development goals and the final development prospects of the enterprise.

Keywords: Core elements; Fit; Influence; Foundation (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-098-5_201

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DOI: 10.2991/978-94-6463-098-5_201

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