Compare in-store atmospheres of McDonald?s in China and Sweden from a cultural symbolic perspective
Cross cultural studyMcDonald?sSymbolic attributesIn-store atmosphereQualitative studyManagement of enterprisesFöretagsledningManagementBusiness and Economics
The purpose of this study is using McDonald?s in China and Sweden as a case to find out how fast food restaurant retailers combine adaptation and standardization with symbolic attributes of store atmospherics under different cultural background, and find out possible reasons. The study used McDonald?s in a case format to study in-store atmospheres. Further, the research has an investigating and explanatory qualitative approach, collecting the empirical data through observation with photos. Existing theories within in-store atmospheres, store atmosphere image, symbolic attributes, national culture (familism, individualism, feminism, masculinity etc.) were used as a foundation for validating empirical data as well as providing reasonable explanations of phenomenon. The empirical data are collected by observation conducted in McDonald?s in China and Sweden about elements of in-store atmospheres. Finally data collected in 5 stores from Sweden and 5 from China were used. As a conlusion, McDonald?s applies different strategies to the design of in-store atmosphere in China and Sweden. In a large degree symbolic attributes are adapted to the local cultural values and tastes to meet the local preferences. Standardization were used in a small amount for the safe choice and financial economy in both countries. Different strategies are also used for different categories of store atmospherics.