McDonald’s: Is the Fast Food Icon Reaching the Limits of Growth?

Stefan Schmid () and Adrian Gombert ()
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Stefan Schmid: ESCP Europe Berlin
Adrian Gombert: ESCP Europe Berlin

A chapter in Internationalization of Business, 2018, pp 155-171 from Springer

Abstract: Abstract McDonald’s is often considered the archetype of an American company. The present case study outlines how McDonald’s started its business in the United States before expanding abroad. It shows how the company stuck to its core ideas while being responsive to local differences and to changing environmental trends over time. The case study also discusses major challenges that McDonald’s faced and how the company reacted to them.

Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mirchp:978-3-319-74089-8_7

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DOI: 10.1007/978-3-319-74089-8_7

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