Pizza Hut: A Research Proposal

Paper Summary:

The paper focuses on Pizza Hut's history and marketing strategy and explains that Pizza Hut offers a significant example for the way in which corporations can evolve and become global, while maintaining the regional specificity of every one of its branches. The paper examines the literature on the early start of the fast-food industry and its adaptation to the world of globalization. The paper's research proposal aims to determine whether there is a connection between the marketing strategies implemented by an organization activating in the fast-food industry and the culture of the hosting country. The paper outlines the proposed methodology and the future results.

Outline:
Literature Review
Research Proposal
Methodology
Future Results
Conclusions

From the Paper:

"The fast food industry represents one of the greatest achievements of the 20th century in the light of the impact it had on the population as well as for the reactions it triggered in the world of business, economics, and most importantly in terms of corporate affairs. From a business market point of view, it represented a real success especially taking into account the period in which the term became a well established concept, in the late 50s. The financial perspective is also important because it offers the actual dimension of the impact the concept of fast made and delivered food has had on the food industry. Finally, one of the most important issues the fast food industry brought new in the area was the cultural dimension of the business. More precisely, due to the fact that the globalization process determined a strong interconnectivity between nations, states, and cultures, the need to adapt to different regions of the world developed an entire array of corporate values."

Sample of Sources Used:

• Barry Mike John W. Slocum Jr. "Slice of Reality: Changing Culture at Pizza Hut and Yum! Brands, Inc." Organizational Dynamics, Vol. 32, No. 4, pp. 319-330, 2003.
• Craig S. Smith. "The Market McDonald's Missed: The Muslim Burger". Clichy-sous-Bois Journal. The New York Times International. 2005. (4 March 2008) http://www.nytimes.com/2005/09/16/international/europe/16halal.html?_r=2&oref=slogin&oref=slogin
• Fenlon, Brodie. "China: Better Rich Than Red. Leashing the Economic Dragon". The Toronto Sun Toronto, Canada, Nov. 29, 2002. (4 March 2008) http://www.worldpress.org/Asia/895.cfm
• FoxNews. "Pakistani Youths Set Pizza Hut on Fire to Protest Cleric's Death". Fast Food Jihad. 2006 (4 March 2008) http://www.jihadwatch.org/archives/012274.php
• Pizza Hut. Our story. 2008. (4 March 2008) http://www.pizzahut.com/OurStory.aspx

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