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Multinational Corporations in the Global Beverage Market: Theoretical Frameworks and Practical Insights from the MIXUE Ice Cream and Tea Expansion

Hannan Que, Ting Tang

Abstract


Multinational Corporations (MNCs) grapple with an array of challenges as they navigate global markets. Particularly in the dynam_x005fic tea beverage industry, companies strive to balance standardization with adaptation. This study adopts a dual approach, intertwining theoretical frameworks pertinent to MNCs with a deep dive into the case of MIXUE Ice Cream and Tea – a brand that originated from Henan and
blossomed both domestically and internationally. Through the lens of MIXUE’s journey, this research explores issues such as market saturation, supply chain complexities, cultural barriers, franchise management intricacies, and sensitivities tied to religion and culture. Drawing on
theoretical paradigms and MIXUE’s experiences, this study carves out strategic recommendations that hold relevance not only for MIXUE
but for MNCs at large as they charter their global trajectories.

Keywords


Multinational Corporation (MNC); Global Beverage Market; Theoretical Frameworks; MIXUE; Cultural Adaptation; Market Sat_x005furation; Supply Chain Challenges; Franchise Dynamics; Religious and Cultural Sensitivities

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References


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DOI: http://dx.doi.org/10.18686/fm.v8i6.11743

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