Pan Ying

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Description

Lund University

Centre for East and South-East Asian Studies Masters Programme in Asian Studies East and South-East Asian Track Fall semester, 2005

MARKETING ACROSS CULTURES:

A case study of IKEA Shanghai

Author: Ying Pan (Penny) Supervisor:Stefan Brehm

ii

Abstract

The past century saw rapid growth of multinational companies around the globe. Along with the tide of globalization, these companies are compelled to deal with customers cultivated in different cultures. China, boosting a remarkable economic growth in the past two decades, stands out under the spotlight of international business. Being amazed by the huge business potential posed by a population of 1.3 billion, many multinational companies have joined the competition to...

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