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McDonald's global expansion : adaptation and differences in taste /

There is no doubt that McDonald's has been successful in developing and maintaining a recognizable global brand. This case study examines the McDonald's global brand strategy and evaluates the adaptations that the company makes for local, national markets.

Bibliographic Details
Main Authors: Baack, Daniel W. (Author), Harris, Eric G. (Author), Baack, Donald (Author)
Corporate Author: Sage Publications
Format: eBook
Language:English
Published: [London] : SAGE, 2016.
Series:SAGE knowledge. Cases.
Subjects:
McDonald's Corporation.
Export marketing > Case studies.
Consumers' preferences > Case studies.
Brand name products > Case studies.
Electronic books.
Online Access:Connect to the full text of this electronic book
Description
Summary:There is no doubt that McDonald's has been successful in developing and maintaining a recognizable global brand. This case study examines the McDonald's global brand strategy and evaluates the adaptations that the company makes for local, national markets.
Item Description:Originally Published in: Baack, D. W., Harris, E. G., & Baack, D. (2012). McDonald's Global Expansion: Adaptation and Differences in Taste. In International marketing (pp. 263-264). Los Angeles: SAGE Publications, Inc. ISBN: 9781452226354.
Physical Description:1 online resource : illustrations (black and white, and colour).
ISBN:9781506322872 (ebook) :