McDonald's and Burger King : the evolution of franchising and benefits of the burger wars /

This case places the rivalry of McDonald's and Burger King in the context of the Burger Wars. Using franchising as a lens to examine this rivalry, the case offers insights into how each firm sought to position itself and what benefits (if any) this competition has brought to the consumer. It al...

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Bibliographic Details
Main Author:	Khan, Sabithulla (Author)
Format:	eBook
Language:	English
Published:	London : SAGE Publications: SAGE Business Cases Originals, 2021.
Series:	SAGE business cases.
Subjects:	McDonald's Corporation. Burger King Corporation. Competition. Fast food restaurants. Franchises (Retail trade) Restaurants-minute. Concessions (Commerce de détail) fast food restaurants. franchises. Electronic books.
Online Access:	Connect to the full text of this electronic book

Description
Summary:	This case places the rivalry of McDonald's and Burger King in the context of the Burger Wars. Using franchising as a lens to examine this rivalry, the case offers insights into how each firm sought to position itself and what benefits (if any) this competition has brought to the consumer. It also highlights issues of competition in business and the role of innovation and marketing through an overview of some of the actions taken by each firm.
Physical Description:	1 online resource : illustrations.
Bibliography:	Includes bibliographical references and index.
ISBN:	9781529735888 1529735882