Honors Projects
Abstract
This case study evaluates the effectiveness of standardized international marketing campaigns versus globalized international marketing campaigns in the context of two multinational corporations, McDonald's and Burger King, both operating in the United Kingdom. The study compares the outcomes of a standardized marketing approach, which uses the same marketing messages and materials across all regions, to a globalized approach that considers local cultural differences and modifies the marketing messages accordingly. The study analyzes the impact of each approach on brand recognition, and customer engagement, as well as the benefits and challenges associated with each strategy. Additionally, the study examines the importance of cultural awareness and the potential risks associated with failing to adapt to local cultures. The findings of the case study provide insights into the effectiveness of each marketing strategy and highlight the importance of balancing global consistency with local relevance in marketing campaigns.
Major
International Business
Second Major
Business Analytics and Intelligence
First Advisor
Professor David Dewey
First Advisor Department
Marketing
Second Advisor
Dr. Man Zhang
Second Advisor Department
International Studies
Third Advisor
Dr. Kenneth Thompson
Third Advisor Department
Honors Program
Publication Date
Spring 4-27-2023
Repository Citation
Roffman, Nathaniel, "The Cultural Impact on International Marketing: Understanding How Different Cultures Influence Advertising Perception and Strategies" (2023). Honors Projects. 857.
https://scholarworks.bgsu.edu/honorsprojects/857
Included in
Advertising and Promotion Management Commons, International Business Commons, Marketing Commons