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Compare in-store atmospheres of McDonald’s in China and Sweden from a cultural symbolic perspective

Xi, Wang and Zhang, Ning (2008)
Department of Business Administration
Abstract
The purpose of this study is using McDonald’s in China and Sweden as a case to find out how fast food restaurant retailers combine adaptation and standardization with symbolic attributes of store atmospherics under different cultural background, and find out possible reasons. The study used McDonald’s in a case format to study in-store atmospheres. Further, the research has an investigating and explanatory qualitative approach, collecting the empirical data through observation with photos. Existing theories within in-store atmospheres, store atmosphere image, symbolic attributes, national culture (familism, individualism, feminism, masculinity etc.) were used as a foundation for validating empirical data as well as providing reasonable... (More)
The purpose of this study is using McDonald’s in China and Sweden as a case to find out how fast food restaurant retailers combine adaptation and standardization with symbolic attributes of store atmospherics under different cultural background, and find out possible reasons. The study used McDonald’s in a case format to study in-store atmospheres. Further, the research has an investigating and explanatory qualitative approach, collecting the empirical data through observation with photos. Existing theories within in-store atmospheres, store atmosphere image, symbolic attributes, national culture (familism, individualism, feminism, masculinity etc.) were used as a foundation for validating empirical data as well as providing reasonable explanations of phenomenon. The empirical data are collected by observation conducted in McDonald’s in China and Sweden about elements of in-store atmospheres. Finally data collected in 5 stores from Sweden and 5 from China were used. As a conlusion, McDonald’s applies different strategies to the design of in-store atmosphere in China and Sweden. In a large degree symbolic attributes are adapted to the local cultural values and tastes to meet the local preferences. Standardization were used in a small amount for the safe choice and financial economy in both countries. Different strategies are also used for different categories of store atmospherics. (Less)
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author
Xi, Wang and Zhang, Ning
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
McDonald’s, cross cultural study, symbolic attributes, In-store atmosphere, qualitative study, Management of enterprises, Företagsledning, management
language
Swedish
id
1341730
date added to LUP
2008-06-03
date last changed
2012-04-02 17:09:56
@misc{1341730,
  abstract     = {The purpose of this study is using McDonald’s in China and Sweden as a case to find out how fast food restaurant retailers combine adaptation and standardization with symbolic attributes of store atmospherics under different cultural background, and find out possible reasons. The study used McDonald’s in a case format to study in-store atmospheres. Further, the research has an investigating and explanatory qualitative approach, collecting the empirical data through observation with photos. Existing theories within in-store atmospheres, store atmosphere image, symbolic attributes, national culture (familism, individualism, feminism, masculinity etc.) were used as a foundation for validating empirical data as well as providing reasonable explanations of phenomenon. The empirical data are collected by observation conducted in McDonald’s in China and Sweden about elements of in-store atmospheres. Finally data collected in 5 stores from Sweden and 5 from China were used. As a conlusion, McDonald’s applies different strategies to the design of in-store atmosphere in China and Sweden. In a large degree symbolic attributes are adapted to the local cultural values and tastes to meet the local preferences. Standardization were used in a small amount for the safe choice and financial economy in both countries. Different strategies are also used for different categories of store atmospherics.},
  author       = {Xi, Wang and Zhang, Ning},
  keyword      = {McDonald’s,cross cultural study,symbolic attributes,In-store atmosphere,qualitative study,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {Compare in-store atmospheres of McDonald’s in China and Sweden from a cultural symbolic perspective},
  year         = {2008},
}