Q American fast food music and movies have become popular ar

Q. American fast food, music, and movies have become popular around the world with little product adaptation, whereas U.S. retailers, banks, and beer companies have had to adapt their products more to global markets. Why?

Solution

Firms which are in entertainment, food and creative industries are easier to succeed in global markets compared to pure product or service firms like retail, banks etc. due to multiple reasons which include -

1. Target market for entertainment industry is youth who look for creative and new stuff all the time and invest time and money in the same.

2. Customers look for value in the amount invested in services and products wheres in case of entertainment, value is defined as anything that proves entertaining regardless of cultural and linguistic barriers.

3. Entertainment is an optional and side activity whereas products and services are a part of daily life and hence require authenticity, local touch and fulfilling specific requirements.