Please use this identifier to cite or link to this item:
Title: La conquista de la Gran Muralla. Cómo ofrecer por los western food retailers una inolvidable experiencia de compra al consumidor chino
Author: Vega Piñol, Jaime
Director: Prado-Fonts, Carles  
Tutor: Cubeiro Rodríguez, Dídac
Abstract: The objective of this paper is to reduce the cultural shock that Western Foodretailers encounter in their emergence in China in daily operations, given that this is one of the challenges that companies have to face and determine their present and future viability. This seeks to define what is the psychic distance under the theoretical scheme initiated and proposed by the Nordic school at the time of the UPPSALA model, through which we will address the existing cultural shock defined as "psychic distance"; and under which we will make an introspection to the Chinese consumer in order to enable and provide contrasted elements that reduce existing ignorance and expose consumption patterns that increase the success of their operations through the optimization of decision making.
Keywords: value for money
penetration ratio
Document type: info:eu-repo/semantics/masterThesis
Issue Date: Jul-2018
Publication license:  
Appears in Collections:Bachelor thesis, research projects, etc.

Files in This Item:
File Description SizeFormat 
jvegapTFM0618memoria.pdfMemoria del TFM1,63 MBAdobe PDFThumbnail