Read Chopstick-Lickin’ Dishes: KFC in China, at the end of Chapter 9 and answer the following questions:
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- What is your forecast for changes in KFC cuisine both within China as well as globally?
- How far should KFC China go to keep its U.S. based roots or to adapt to its location’s culture?
Discussion Question: International Marketing
Explore the trade-offs between centralized and decentralized international marketing research. What are the biggest advantages and disadvantages of centralized and decentralized market research? How do language barriers affect market research? What effects has information technology had on international marketing research?