The importance of overcoming cultural barriers in establishing brand names: an Australian company in China

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

Dennis Mahoney, Electrician, Consolidated Edison Company, New York

A graduate of the New York Trade School's Electrical program in 1958, Dennis Mahoney is show at work for the Consolidated Edison Company in New York. Caption written on reverse reads "Dennis J. Mahoney is shown closing the Armature Switch of a Rotary Converter in a D.C. substation. The average rotary in our stations has a capacity of 4,200 K.W. and there are 30 such stations in Manhattan with an annual output of 800,000 amperes. Although the D.C. load is gradually being reduced, it can be seen that there is still considerable demand for direct current in Manhattan." Black and white photograph.

Bucknell Dance Company Spring 2000

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Bucknell Dance Company Spring 1999

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Bucknell Dance Company Spring 1998 Performance

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Bucknell Dance Company Spring 1997 Performance

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Bucknell Dance Company Spring 1996 Performance

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Bucknell Dance Company Spring 1993 Performance

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Bucknell Dance Company Spring 1991 Performance

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Bucknell Dance Company Spring 1990 Performance

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Bucknell Dance Company Fall 1998 Performance

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Bucknell Dance Company Fall 1988

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Bucknell Dance Company Fall 1989

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Bucknell Dance Company Spring 1989

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Bucknell Dance Company Fall 1990 Performance

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