An Application of the Localization Strategy of MNCs in China: The case of Starbucks
With the rise of the Chinese market, more MNCs begin to take China as the main market. In order to take up more market share in China, choosing a feasible business strategy is vital for MNCs. Localization strategy is now considered as one of the most suitable strategies in China. However, the motiva...
| Main Author: | |
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2017
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| Online Access: | https://eprints.nottingham.ac.uk/45816/ |
| _version_ | 1848797197789822976 |
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| author | GU, YIFAN |
| author_facet | GU, YIFAN |
| author_sort | GU, YIFAN |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | With the rise of the Chinese market, more MNCs begin to take China as the main market. In order to take up more market share in China, choosing a feasible business strategy is vital for MNCs. Localization strategy is now considered as one of the most suitable strategies in China. However, the motivations and impacts of localization strategy and its enlightenments for western catering multinationals in China are rarely researched. Therefore, I set Starbucks as a case study to do an in-depth analysis of localization strategy in China on the basis of overseas direct investment theory and strategic management theory. The finding shows that Starbucks take localization as the main strategy is because of both internal (company) and external (host country) factors. Correspondingly, the impacts of localization reflect in Starbucks performance and China’s transformation. Still, there is the limitation in this research. For instance, Starbucks has its own distinctive characteristics which are difficult to imitate. Thus, setting Starbucks as a single case study is not comprehensive and the research findings cannot be applied to all catering multinationals. Also, it is hard to say that localization strategy is suitable for all MNCs in China. |
| first_indexed | 2025-11-14T20:00:03Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-45816 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T20:00:03Z |
| publishDate | 2017 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-458162018-04-16T08:24:05Z https://eprints.nottingham.ac.uk/45816/ An Application of the Localization Strategy of MNCs in China: The case of Starbucks GU, YIFAN With the rise of the Chinese market, more MNCs begin to take China as the main market. In order to take up more market share in China, choosing a feasible business strategy is vital for MNCs. Localization strategy is now considered as one of the most suitable strategies in China. However, the motivations and impacts of localization strategy and its enlightenments for western catering multinationals in China are rarely researched. Therefore, I set Starbucks as a case study to do an in-depth analysis of localization strategy in China on the basis of overseas direct investment theory and strategic management theory. The finding shows that Starbucks take localization as the main strategy is because of both internal (company) and external (host country) factors. Correspondingly, the impacts of localization reflect in Starbucks performance and China’s transformation. Still, there is the limitation in this research. For instance, Starbucks has its own distinctive characteristics which are difficult to imitate. Thus, setting Starbucks as a single case study is not comprehensive and the research findings cannot be applied to all catering multinationals. Also, it is hard to say that localization strategy is suitable for all MNCs in China. 2017-09-14 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/45816/1/Dissertation-GUYIFAN-4264865.pdf GU, YIFAN (2017) An Application of the Localization Strategy of MNCs in China: The case of Starbucks. [Dissertation (University of Nottingham only)] strategy localization MNCs motivation impact |
| spellingShingle | strategy localization MNCs motivation impact GU, YIFAN An Application of the Localization Strategy of MNCs in China: The case of Starbucks |
| title | An Application of the Localization Strategy of MNCs
in China: The case of Starbucks |
| title_full | An Application of the Localization Strategy of MNCs
in China: The case of Starbucks |
| title_fullStr | An Application of the Localization Strategy of MNCs
in China: The case of Starbucks |
| title_full_unstemmed | An Application of the Localization Strategy of MNCs
in China: The case of Starbucks |
| title_short | An Application of the Localization Strategy of MNCs
in China: The case of Starbucks |
| title_sort | application of the localization strategy of mncs
in china: the case of starbucks |
| topic | strategy localization MNCs motivation impact |
| url | https://eprints.nottingham.ac.uk/45816/ |