Supervisor

Tracy Gallagher

Programme

MA in International Business

Keywords

International Marketing, Global Standardisation, Local Adaptation

Abstract

As companies expand into increasingly globalised markets, they face the strategic challenge of balancing global standardisation with responsiveness to local market needs. This study examines how the balance between standardisation and local adaptation influences customer perception in the international fast-casual food sector. While standardisation can provide economies of scale, operational efficiency, and consistency in global brand identity, adaptation allows companies to respond to differences in consumer preferences, cultural expectations, and competitive conditions. Drawing on international marketing and branding literature, the study considers how these strategies influence perceptions of brand identity, authenticity, value, and customer loyalty across different national markets. Particular attention is given to the role of cultural differences and the growing importance of ethical positioning and social responsibility in international marketing. Although existing literature provides extensive theoretical discussion of standardisation and adaptation, there remains limited research examining how the balance between these approaches affects customer perception specifically within the fast-casual food sector across different countries. This study therefore seeks to contribute to the understanding of how international fast-casual brands can maintain a consistent global identity while remaining relevant and authentic to local consumers.

Date of Award

2026

Full Publication Date

2026

Access Rights

open access

Document Type

Capstone Project

Resource Type

thesis

Digital Object Identifier (DOI)

https://doi.org/10.63227/652.299.159

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Included in

Business Commons

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