Cross-Cultural Comparison Between 7-Eleven and KEDI

Xiaohui SHAN, Yun GAO


Based on the Iceberg Theory, starting from three ostensive factors of logo colors, site selection and commodity management of these two convenience stores, this paper reveals the deeper cultural factors which cause differences in these three aspects and aims to enhance companies’ cross-culture awareness. In the colors of their logos, both 7-Eleven and KEDI take the same color of yellow, green and white. The admire of Japanese to white is as same as Chinese to yellow; in site selection, different thinking modes of Japan and China have great influence on it; different national characters contribute to the diversity of commodity management.


Culture; Iceberg theory; 7-Eleven; KEDI

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