The Importance of Overcoming Cultural Barriers in Establishing Brand Names: An Australian Company in China

摘要: Considering the importance of cross-cultural competencies in context rapid globalisation and growth China world economy, this paper uses case study methodology, to document difficulties encountered by an Australian multinational beverage company, Foster’s, attempting establish its brand China’s rapidly expanding market economy. Many these related culturally distinct attributes market, consumer base retail practices. The analyses terms key concepts marketing business theory, order provide guidelines on how overcome cultural barriers when establishing a foreign name China. It also discusses impact differences loyalty after establishment sustainability that brand. In assist firms succeed Chinese offers suggestions will help marketers first understand then with further recommendations. Being complex is different from extremely valuable for those brands entering