The Role Played by Local Culture in International Marketing

Abstract

Whether we talk about a senior company or a starting one and those people who lead it want it to go internationally, then they have to adapt a part of its products and services to the local culture. The example chosen for this study is McDonald's, a big franchise that started in the United States and has adapted to markets around the world. How has it managed to do this? The answer can be found in the research and theoretical information which offer some insights into the two variables: culture and international marketing which are interconnected when it is about companies crossing borders. The paper aims to show how marketing and culture are entwined. For this purpose, McDonald's behavior in three different countries (the United States, Romania and India) is analyzed in terms of marketing and advertising, products and new ideas; all these elements have generated significant results and they are explained from a cultural point of view.