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A Study of Cultural Barriers in Establishing Brand Names in China

The interest on cross-cultural marketing is becoming increasingly important due to global trade, with a growing focus on the Chinese market. The purpose of the study was to report the problems and issues encountered by a large Australian beer company trying to sell a product in China. The study examines brand establishment, loyalty and longevity in a different cultural setting. It also identifies marketing differences between the Australian and Chinese cultures. Identifying some of these trends may assist other multinational companies to establish and sustain products in a foreign market, particularly in China.

Foster is the largest beverage multinational company in Australia. It is also one of Australia’s largest companies to invest in China. As a beer manufacturer, Foster has much competition in a market that is directed by customer preference. For that reason, it is important for a company to focus on the......

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Approximate Word Count: 731
Approximate Pages: 3 (250 words per double-spaced page)

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