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Journal: Young Scientist (Vol.6, No. 8)

Publication Date:

Authors : ;

Page : 191-194

Keywords : Ice cream; Ben&Jerry’s; Vietnam; Strategy.;

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Globalization is more prominent than ever before. Multinational companies (MNCs) have spread to all corners of the world and the American soft drink giant the Coca-Cola Company is a great example of this: since 2012 it has been operating all across the world, except North Korea and Cuba. And according to some reports, it can be found in those two countries as well (Hebblethwaite, 2012). This proves that, despite different cultural backgrounds, taste preferences and habits, standardized food and drink products can succeed worldwide. This is where our topic comes to play. In this study we look at how the American ice cream company Ben & Jerry's can successfully penetrate the Vietnamese ice cream market.

Last modified: 2018-09-21 15:25:06