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What's in a name? : a case study of McDonald's trademark protection overseas /

With rapidly expanding global markets, McDonald's has to decide which countries to enter in order to serve growing world markets as well as to ensure the protection of its brand name. The case focuses on a court ruling against McDonalds in Malaysia and its implications for the McDonalds Corpora...

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Bibliographic Details
Main Authors: Khan, Mahmood A. (Author), Khan, Maryam (Author)
Format: eBook
Language:English
Published: London : International CHRIE, 2013.
Series:SAGE Business Cases.
Subjects:
McDonald's Corporation > Trademarks > Case studies.
McDonald's Corporation
Product management > Case studies.
Produits commerciaux > Gestion > Études de cas.
Product management
Trademarks
Electronic books.
Case studies
Case studies.
Études de cas.
Online Access:Connect to the full text of this electronic book
Description
Summary:With rapidly expanding global markets, McDonald's has to decide which countries to enter in order to serve growing world markets as well as to ensure the protection of its brand name. The case focuses on a court ruling against McDonalds in Malaysia and its implications for the McDonalds Corporation and its franchises.
Item Description:Originally Published InKhan, M., & Khan, M. (2013). What's in a name? A case study of McDonald's trademark protection overseas. Journal of Hospitality & Tourism Cases, 2(3), 44-52.
Physical Description:1 online resource.
Bibliography:Includes bibliographical references and index.
ISBN:9781529707786
1529707781