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As earlier stated, the competitive level in fast food industry is very tense; thus, for a firm to operate adequately in this industry there is the need that an effective marketing strategy is put in place; which would be goal oriented and enthusiastically pursued. For firms like AIU that is expanding, its operation to foreign countries there is the need that the issue of environment where the expanded business is position, this is critically considered in line with the organization existing corporate culture.

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“…a number of theoretical perspectives related to the role of firm-specific knowledge in competitive strategy-resource-based view of the firm, dynamic capabilities knowledge-based view of the firm, organizational learning-have began contributing to our understanding of international strategic alliances” (Simonin, 1999). And it is germane that modification to existing corporate culture is made to be in tune with the features of the environment that are on g round.

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The importance associated with paying attention to a country’s culture and environment in the management of business operation, especially as applicable to fast food business, this is for the organization to operate effectively and adequately apply its resources in order to adapt to the environment and also to meet set objectives at the most efficient manner. “Given the global strategic perspective, the corollary that it should be accompanied by a universal standardization is difficult to sustain as such a stance is product oriented and in defiance of the marketing concept.

It is also apparent that different nationalities buy similar products for different reasons and different versions of a product for reasons of values, custom and preference as well as price” (McCall & Stone, 2004:5) From the fore going, AIU should strategize in a way where the custom in a country, that the national culture is respected. It is not as if one is saying that they should loose their cooperate culture and concepts, due to expansion, but people’s custom, taste, preferences, reasons for patronizing a firm’s product and service, all these are different.

So it becomes germane that for the firm to operate adequately well in the international arena, these considerations need be put in place for proper marketing strategy. CONCLUSION Corporate culture has a great effect on way an organization operates. It gives the organization its uniqueness, i. e. , in other words corporate culture of an organization gives it corporate identity.

The corporate culture may constitute a hindrance to the successful operation of the organization when the organization is operating a rigid culture with no room for modification or change; this is more specially noticed when the organization is operating and expanding its business to different countries. As each country has its unique national culture, it then requires that when the organization is carrying out its strategic marketing planning this should be adequately taken into cognizance. Modification to existing corporate culture should be made so as to make the organization operates effectively and profitably well.


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(1985), Competitive Advantage: Creating and Sustaining Superior Performance. New York Proctor, Tony (2000), Strategic Marketing: An Introduction London: Routledge Simmonin, Bernard L. (1999), “Transfer of marketing Know-How in International Strategic Alliance: An Empirical Investigation of the Role and Antecedents of Knowledge Ambiguity” in Journal of International Business Studies Vol. 30, No 3 Ulijn, Jan et al (2000), “Innovation, Corporate Strategy, and Cultural Context: What is the Mission for International Business Communication? ” in The Journal of Business Communication. Vol. 37, No 3. p 293

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