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| Author: | Smet, R. |
| Title: | McDonald's: A Strategy Of Cross-Cultural Approach? |
| Journal: | Journal of Language for International Business
2002 : VOL. 13:1-2, p. 11-21 |
| Index terms: | INTERNATIONAL ORGANIZATIONS STRATEGY ANALYTICAL REVIEW |
| Language: | eng |
| Abstract: | The author states that it's not up to us to say if all this negative criticism is appropriate or not and if the attacks can or cannot be justified. What we'll try to see today is how the company does in fact attempt to apply cross- cultural strategies; despite one of the major criticisms, namely the fact that McDonald's is everywhere in the world with exactly the same policy and exactly the same menus so that the growing American domination almost makes local customs disappear. These strategies can be seen on several different levels: design of the restaurants, differentiation in menu choice, local names, religious differences, link with the American headquarters, employees: recruitment and training, origin of products, communication policy. |
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