Date of Award
2019
Document Type
Thesis
Degree Name
Bachelors
Department
Social Sciences
First Advisor
Collins, Tracy
Area of Concentration
International and Area Studies
Abstract
This paper evaluates the different methods and experiences of three companies expanding into a new market abroad: McDonald’s entering the Russian market, Walmart entering the German market, and Volkswagen entering the American market. This is done through an analysis of each company’s entry strategy, their cross-cultural literacy, and the different experiences of the companies once inside their new market. The principle finding of the McDonald’s case study was the company's timing set the company up for a successful tenure within the Russian market. Conversely, Walmart found that attempting to force an American style of consumer culture onto another country will fail spectacularly. Lastly, Volkswagen found that external factors within the market can greatly affect a company's initial success or failure within a new market.
Recommended Citation
Weatherwax, Hannah, "Chasing Global Expansion: Lessons Learned from McDonald’s, Walmart, and Volkswagen" (2019). Theses & ETDs. 5835.
https://digitalcommons.ncf.edu/theses_etds/5835