Big Mac’s local flavour

Strategic Direction

ISSN: 0258-0543

Article publication date: 19 September 2008

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Keywords

Citation

(2008), "Big Mac’s local flavour", Strategic Direction, Vol. 24 No. 10. https://doi.org/10.1108/sd.2008.05624jad.001

Publisher

:

Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited


Big Mac’s local flavour

Article Type: Abstracts From: Strategic Direction, Volume 24, Issue 10

Gumbel P. Fortune, May 19, 2008, Vol. 157 No. 9, Start page: 87, No. of pages: 4

Purpose – outlines the strategy adopted by McDonald’s to market its brand internationally while appealing to local tastes. Design/methodology/approach – reports on how McDonald’s’ operations have become truly global; reports how this fact has changed the way that the corporation does business. Describes how McDonald’s big ideas for new products come from around the world and how it has recognized that their old ways of doing business are no longer adequate now that the primary source of their growth emanates from outside the USA. Outlines how McDonald’s have decentralized their business model; examines how they have met the challenge of creating a consistent worldwide brand while at the same time appealing to consumer tastes in different countries; illustrates with the example of McDonald’s Big Tasty Burger. Identifies the challenges facing the company in developing a corporate global culture and features how McDonald’s in France overcame national hostility to the brand and is now one of the company’s best performing and busiest countries. Originality/value – looks at the organizational structure adopted by McDonald’s. ISSN: 0738-5587 Reference: 37AM048

Keywords: Business performance, Organizational culture, Corporate strategy, International trade, Market entry, Marketing strategy, Organizational structures

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