Cultural Influence On Transnational Marketing From The Perspective Of Nonverbal Communication Case Studies On Macdonald’s And Burger King

With the integration of the world economy, transnational marketing becomesa main tendency of international business nowadays. More and more companies arefacing cross-cultural problems in their marketing and management. This thesis willconcentrate on the impact of nonverbal communication on intercultural marketingfrom the contrastive study of MacDonald’s and Burger King. The purpose of thediscussion is to make useful suggestions to Chinese transnational enterprises.This thesis employs interpretive paradigm as the main methodology. It choosesnonverbal communication as the theoretical framework and employs qualitativeanalysis to make contrastive study. In the case analysis part, the thesis discussed thereasons why Burger King’s marketing in China is far behind MacDonald’s from theperspective of nonverbal elements. These points of view include the brand’s sign andimage, the decoration of the restaurants, the service and the advertising creativity etc.Then based on the analysis and discussion, the thesis offers some suggestions tothe Chinese intercultural marketers in the last part.