McDonald’s: “think global, act local” – the marketing mix

Abstract

Focuses on the marketing mix of McDonald’s. Highlights how the company combines internationalisation and globalisation elements according to various fast food markets. Using the effect of strategical and tactical models, the case illustrates the effect of McDonald’s on the global environment and how they adapt to local communities. Describes future franchise plans for McDonald’s.

Citation

Vignali, C. (2001), "McDonald’s: “think global, act local” – the marketing mix", British Food Journal, Vol. 103 No. 2, pp. 97-111. https://doi.org/10.1108/00070700110383154