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Glocalization in Fast Food Chains Glocalization in Fast Food Chains: A Case Study of McDonald's
Abstract
This chapter aims to cover the emergence of glocalization in global perspective and to relate various glocal practices of multinational fast food chains with marketing mix of McDonald's. In the wake of investigating the marketing mix of McDonald's, cleared that the company can be said to be “glocal”, i.e. combining elements of globalization and internationalization. McDonald's have accomplished this through applying the maxim, “think global, act local”, to all the components of the marketing mix.
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