Brands and globalization

Michel Chevalier and Gérald Mazzalovo

Chapter Chapter 10 in Pro Logo, 2004, pp 265-281 from Palgrave Macmillan

Abstract: Abstract What makes people want to attack McDonald’s? The poor eating habits it promotes? The chain is no temple of gastronomy, of course, but the major fast-food brands stand out because of their criteria of hygiene and respect for the refrigerated food distribution chain, which are much better than what is to be found in traditional fast-food outlets. The hegemony of multinational capitalism? Of the 25,000 McDonald’s restaurants in the world, 80 percent are managed as franchises by local operators from the regions where they do business. In France, McDonald’s buys 80 percent of its supplies on the national market.

Keywords: World Value Survey; Brand Manager; Global Class; Poor Eating Habit; Intrinsic Merit (search for similar items in EconPapers)
Date: 2004
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-50889-7_11

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DOI: 10.1057/9780230508897_11

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