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Chapter 14 competing effectively through global marketing a case study on yum brands’ entry into china a cross-cultural perspective—the case of kfc and. 42 cross-cultural marketing: case study of ikea shanghai 17 the company’s marketing decisions in china some first-hand information was gained. Fast food fine dining in china according to a case study by harvard business school cross-cultural consumer behavior drove different buying habits that yum. Keywords china, consumer behaviour, ethics, marketing a marketer with knowledge needed to succeed in cross-cultural trust the giver’s motives in this case.
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Summary: in 2007, kfc had opened 2000 outlet stores in china, leaving rival macdonald’s far behind, achieving high praise from chinese consumers and. A case study of kfc’s cross-cultural marketing in china a case study of kfc’s cross-cultural marketing in china summary: in 2007, kfc had opened 2000 outlet stores in china, leaving rival.