Engr

MSc. International Business

Lecturer: Mr Terry Shevels Module: Business Research Methods (BM715) Assignment: Dissertation Proposal

Title: “Influence of Culture on Multi National Retailers”

SUBMITTED BY
Zunair Shahid

Student No: s1089378

22-02-2014

Contents
Contents 2
1. Title: 3
2. Background 3
3. Initial Critical Review of the Literature: 5
4. Research Questions and Objectives: 11
5. Methodology and Methods of Enquiry 12
6. The Role of Theory 17
7. Ethical Considerations 18
8. Time Scale / Gantt Chart: 19
9. Bibliography and References: 21

1. Title: Influence Of Culture on Multinational Retailers: Managing Marketing Strategy
2. Background
A Multinational Corporation can be defined as an organisation which has its permanent assets and facilities located in another country as well beside the home country. Such companies have central offices located in the home country where all the decisions are made and strategies are formed.
The emergence of multinational on the globe is a recent development and they are renowned to be large not only in terms of man power but financially as well and can challenge the GNP of many under developed or developing countries.
Within multinational corporations Multinational Retailers have been a fore front. According to Rugman & Girod (2003),the largest corporation of the world in 2002 with respect to its sales was Wal-Mart which exceeded its competitors such as General Motors and Exxon. This also establishes the importance which retail and other service related businesses require instead of purely manufacturing oriented multinational enterprises (MNEs).
Kotler & Armstrong (2004) argues that international retailers are entering foreign markets to increase revenues and customer basis. This all brings a lot of risk and companies who are not prepared to administer risk gets disappeared.
Narver &

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