Thursday, November 12, 2009

Change Agents

A person or institution who facilitates a change in a firm or in a host country is a change agent.  Products or brands can act as change agents, able to alter held values or behavioral patterns that eventually result in the blurring of cultural distinctions.

In China and Hong Kong, for instance, McDonald's has altered some age-old eating habits and preferences, especially among the younger generation.  While there are many concessions to local cuisine, the most popular menu items are burgers and fries.  The fast-food chain has disciplined its Chinese customers to an entirely new dining routine - as in the United States, they wait in an orderly line, serve and seat themselves, and even clear away their trays afterward.

No comments:

Post a Comment