The basis of business internationalization—Adaptation

DOI

10.2991/978-94-6463-098-5_201How to use a DOI?

Keywords

Core elements; Fit; Influence; Foundation

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.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Rui Wang
AU  - Bo Cong
PY  - 2022
DA  - 2022/12/27
TI  - The basis of business internationalization—Adaptation
BT  - Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)
PB  - Atlantis Press
SP  - 1795
EP  - 1800
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-098-5_201
DO  - 10.2991/978-94-6463-098-5_201
ID  - Wang2022
ER  -