Anpassningar vid etablering för snabbmatskedjor i Saudiarabien?
Svenska Max till den arabiska halvön
Saudi ArabiaPsychic distanceCultureAdaptationsFast-food businessMax ABMcDonald?sSnabbmatsbranschenMax ABMcDonald?sSaudiarabienPsychic distanceKulturAnpassningar
Our increasingly globalized world has contributed to that more Swedish companies has expanded their business to more distant areas. One of these Swedish companies that now stands before their first international expansion is the Swedish fast-food chain Max AB. Max has chosen to start their expansion in Saudi Arabia, a country far away from Sweden, not only in terms of geographical distance but also in cultural. The cultural differences that Max will encounter may affect the business and result in to various adaptations that must be done in order to establish successfully. The thesis investigates the existing circumstances for the fastfood business in Saudi Arabia and shows which adaptations international fast-food chains should or must do as a result of the cultural distances they encounter. Subsequently there will be an exposition of which adaptations Max will accomplish in their concept with their establishment in Saudi Arabia. The investigation method that has been used is qualitative interviews. The interviews were with Max? franchise manager and former marketing director for McDonald?s in the Middle Eastern region. The outcome of our investigation shows clear cultural differences and that fast-food chains have to conduct themselves and adapt to these differences in order to establish successfully.Key words: Fast-food business, Max AB, McDonald?s, Saudi Arabia, psychic distance, culture, adaptations