Association of Marketing Theory and Practice Proceedings 2020

Document Type

Conference Proceeding

Conference Track

Sales Promotion/ Retailing


While advances in technology (e.g., smart devices, mobile apps) and the growth of digital media (e.g., social media) have created new opportunities and enabled many businesses to successfully invest and expand globally, multinational corporations can still fail to thrive in another country due to misunderstanding local cultures, values, and expectations. To explore this issue, this case study investigates the impact culture has on a multinational corporation and investigates how the product lines change based on the location of the business. This case study focuses on 7-Eleven due to the vigorous growth of the company in Asia- China, Hong Kong, Japan, South Korea, Macao, and Thailand. Data was collected through observation, interaction with the employees, and photographs collected from visits. Results show that the products sold in each store varied based on each country's unique cultural aspects and the types of people that visit the area often, such as tourists.

Included in

Marketing Commons