Localization Strategies and Changes in Market Share of Global Food Franchise Brands Analyzed through Textom

This study examines the relationship between localization strategies and market share of global food franchises using Textom. Through text mining and clustering analysis, the research highlights the impact of tailoring products and strategies to local markets. Data collected from August to October 2...

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Bibliographic Details
Published inInternational Journal of Advanced Culture Technology(IJACT) Vol. 12; no. 4; pp. 568 - 573
Main Authors 윤무영, 류기환, Jin Zhen, Li Teng, 장우철
Format Journal Article
LanguageEnglish
Published 국제문화기술진흥원 31.12.2024
Subjects
과학기술학
Big Data
Market Share
Localization Strategies
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Summary:This study examines the relationship between localization strategies and market share of global food franchises using Textom. Through text mining and clustering analysis, the research highlights the impact of tailoring products and strategies to local markets. Data collected from August to October 2024 reveals a strong correlation between effective localization and market share growth, as seen in Lotteria’s success in Vietnam. The study emphasizes the importance of localized strategies for international expansion while acknowledging limitations in demographic analysis, suggesting the need for further qualitative research.
Bibliography:http://www.ipact.kr/eng/iconf/ijact/sub05.php
ISSN:2288-7202
2288-7318
DOI:10.17703/IJACT.2024.12.4.568