International Business Project: Gucci and Cultural Imperialism

This project investigates the significant impact of cultural factors on international business, with a specific focus on the challenges and opportunities presented by cultural imperialism, using Gucci as a case study. The research begins with an introduction outlining the importance of culture in international business operations and the project's aims, objectives, and research questions. A comprehensive literature review explores existing research on cultural imperialism, examining its effects on business practices, marketing, and employee management. The methodology chapter details the research approach, including the research philosophy, design, data collection methods, and ethical considerations. The core of the project involves a detailed discussion and analysis of Gucci's cultural values, the positive and negative impacts of cultural imperialism on the company, and strategies for improvement. The analysis considers how cultural values from different countries affect Gucci's operations, especially within the Chinese market. The project concludes with recommendations for international businesses to navigate cultural differences effectively and mitigate the negative effects of cultural imperialism, ensuring sustainable growth and expansion.