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

  • Stefan Schmid
  • Adrian Gombert
Chapter
Part of the MIR Series in International Business book series (MIRSIB)

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.

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Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  1. 1.ESCP Europe BerlinBerlinGermany

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