Selecting Marketing Variables for the Overseas Expansion of a Foodservice Company

해외진출 외식기업의 시장고려 변수 선정

  • Shin, Sun-Hwa (Department of Foodservice and Culinary Management, Kyonggi University) ;
  • Han, Kyung-Soo (Department of Foodservice and Culinary Management, Kyonggi University)
  • 신선화 (경기대학교 외식조리학과) ;
  • 한경수 (경기대학교 외식조리학과)
  • Received : 2010.11.05
  • Accepted : 2010.12.21
  • Published : 2010.12.31


The purpose of this study was to select market variables that a foodservice company should consider when expanding overseas and to regional market analysis by variables. Twenty-three different variables were derived from 17 previous studies. These were: population, urbanization rate, women employed, enrollment in tertiary education, gross domestic product, value added by service, total number of mobile cellular telephone subscribers, number of internet users, total Asian highway, inward foreign direct investment, total service imports, inflation rate, international tourist arrivals, energy use by industry, growth rates of the food consumer price index, access to urban sanitation, per capita total expenditure on health, male life expectancy at birth, adult literacy rate, contributing women family workers, passenger car, and country risk assessment. The selected variables were collected as secondary data from the UN, Asian Development Bank, International Bank for Reconstruction and Development, and Michigan State University.


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