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Macdonald Essay

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Submitted By tboi123
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The influence culture has on the success of an International Franchise: The case of McDonalds in East Asia and The Americas.

Executive Summary

In the last six decades, the significance of franchises worldwide has grown to such a large extent that many successful high street shops as well as restaurants have a link to franchising. This dissertation is going to discuss the means by which an international franchise can become successful through the incorporation of cultural adaptations in a foreign country. This discussion would be restricted to international franchises in the fast food industry examining the case of McDonalds in particular as well as how its global success has led to the term known as McDonaldisation.

Definition of Franchise: The right granted by a company to an individual or group to market its products or services in specific territory.
Definition of Culture: Ideas, customs and social behaviour of a particular people or society.
(These definitions are from a dictionary, is that allowed?)

LITERATURE REVIEW This literature review would discuss the evolvement of franchising as well as how it has spread on an international scale. It would further enlighten us on the benefits franchising brings to individuals and the economies of various countries. Lastly, it would highlight the birth of the McDonalds franchise as well as how this business medium has adapted to cultural differences in various countries in terms of the operations and its food menu. (Dnes, 1992) said “A franchise is created when one party, the franchisor, allows another, the franchisee, to use his trade name in operating a satellite business in return for fees”.
Mendelsohn and Acheson 1989 go on to add that the “franchisor allows the franchisee make use of an entire package, comprising all the elements necessary to establish a previously untrained

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