Who Loves McDonald's?

Albrecht Rothacher ()

Chapter 5 in Corporate Cultures and Global Brands, 2004, pp 57-64 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractThe sheer mention of hamburgers will naturally bring an immediate association with the leading brand, McDonald's. Even though McDonald's is not the creator of the hamburger, nor is it the pioneer of fast-food restaurants, its revolutionary approach to franchising fast-food outlets and its successful corporate strategy enabled it to become a fast-food juggernaut that is recognizable throughout the entire planet. Perhaps that is not a hyperbole and in fact, McDonald's Corporation could be forgiven for boasting that “it is the world's leading food service retailer with more than 30,000 restaurants in 118 countries serving 46 million customers each day”. Its success is further symbolized by the fact that “the corporation generates more than $40 billion in annual systemwide sales”…

Keywords: Corporate Cultures; International Branding; Global Marketing; Corporate Succession; Case Studies; Limits to Globalisation; National Corporate Identities; Mars; Sprungli-Lindt; Kikkoman; McDonald's; Coke; Zubrovka; Ikea; Seibu-Season; Benetton; Nike; Nokia; Sony; Virgin; Toyota; Fiat; DaimlerChrysler; BMW; Rover; Lego; Disney (search for similar items in EconPapers)
JEL-codes: F1 (search for similar items in EconPapers)
Date: 2004
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