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

Vignali, Claudio

doi:10.1108/00070700110383154

Cited by 73 publications

(59 citation statements)

References 7 publications

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“…It has penetrated international markets through the development of scientific management techniques alongside and the adaptation of its offerings to local contexts (Vignali, 2001). Although the standard menu offers many signifiers of American "home", such as the fried apple pie (Willink, 2006), the company's policy is to customise restaurants to local needs, for example, replacing pork with lamb in Muslim countries (cf.…”

Section: Mcdonald's: a Foodservice Operation And Global Brandmentioning

confidence: 99%

“…Although the standard menu offers many signifiers of American "home", such as the fried apple pie (Willink, 2006), the company's policy is to customise restaurants to local needs, for example, replacing pork with lamb in Muslim countries (cf. Kabbassi, 2008;Kamalipour, 2006;Vignali, 2001;Watson, 1997).…”

Section: Mcdonald's: a Foodservice Operation And Global Brandmentioning

confidence: 99%

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Commercial hospitality in destination experiences: McDonald's and tourists' consumption of space

2014

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Abstract:This paper examines the multiple roles that globalised, branded spaces of commercial hospitality can play in tourists' experiences in destinations. Drawing on empirical data of consumers' discussions of McDonald's, the paper examines five themes: 1) controlled separation and the way consumers use these venues as spaces of comfort and familiarity, while employing notions of home to assess their touristic consumption of the venues and destinations; 2) strategic behaviour, in particular how tourists utilise such venues in their broader touristic endeavours; 3) identity work, specifically as tourists (re)construct their identities as they explain and often excuse their decision to consume in these venues; 4) engagement(s) with the destination, including how such hospitality venues are used as reference points by tourists to mentally construct the destination and shape their consumption practices; and finally, 5) authenticity, as consumers critically assess their consumption in such venues alongside critiques of authenticity and globalisation. The paper concludes by discussing the implications for the marketing and management of this and similar branded commercial venues, the marketing and management of destinations, and it outlines avenues for further research.

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Section: Mcdonald's: a Foodservice Operation And Global Brandmentioning

confidence: 99%

Section: Mcdonald's: a Foodservice Operation And Global Brandmentioning

confidence: 99%

Commercial hospitality in destination experiences: McDonald's and tourists' consumption of space

2014

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“…Other research investigated factors influencing the brand perception of fast food outlets by consumers from different countries, such as the USA, India, Malaysia, Pakistanetc [1] [18] [19]. According to previous research focusing on fast food branding [3] [18] [20], there are two main arguments why a strong brand identity is of key influence for market success: 1) a strong brand image can create a competitive advantage which is more difficult to copy than functional aspects; 2) the brand image reduces the risk of being perceived as a commodity and assist consumers in quickly developing expectations (and preferences) about this brand. Thus, building a well-accepted brand seems to be a key factor for fast food products to successfully enter the market.…”

Section: Relevance Of Food Brandsmentioning

confidence: 99%

“…McDonald's is the brand studied most frequently-not only because of its prevalence [1] [19] [20], but also due to its background as the world's major fast food advertiser. Thus, we compared McDonalds with two types of (hypothetical) novel brands: an imaginary novel global brand "FastyJu" and an imaginary novel local brand "Тинар" (Tinar), the latter written in Cyrillic alphabet.…”

Section: Vignettes Used For Revealing Consumers' Perceptionsmentioning

confidence: 99%

Predicting Brand Perception for Fast Food Market Entry

Teichert¹,

Effertz²,

Tsoi³

et al. 2015

TEL

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We present a combined and integrative market research approach to address common, but potentially neglected problems resulting from consumers' perceptions towards food brands. Our findings provide improved response measures and guidance for market entry strategies of established and novel food brands. Two knowledge sources and methods are combined to derive a model of brand perception: experts' opinions are elicited using the Analytic Hierarchy Process (AHP) to generate an overall causal effects framework for food brands. Complementary hereto, a survey of potential consumers retrieves consumers' perceptions regarding market entry scenarios of different food brands. A remote metropolitan area (Novosibirsk) was chosen as quasi-laboratory setting to simulate the market introduction of alternative fast food brands. Insights are gained about the interdependence of branding and advertisement effects. As expected, consumers' attitudes towards the brand and towards the ad are the key success factors for any type of brand. Different responses depend on consumers' expectations towards novel or established brands. Otherwise, the paper provides a proof of concept to integrate AHP and experts' assessments with consumer surveys. Findings indicate a large potential to join external and internal perspectives for obtaining more valid market assessments before the real market entry. Managers might need to enhance their model of assessed consumer perceptions with expert opinion before entering a market in order to align their advertising accordingly. Global and local brands face distinctively different market entry barriers. Novel global brands constitute a promising alternative for a food company wishing to enter a new market. Managers need to decide whether a combined specific approach is necessary and eventually incorporate it in case of new foods brands. A novel method is introduced to assess market perceptions of food brands before the latter actually enter the market. A combined approach incorporates expert opinions to enhance incomplete consumer information. Findings indicate strong interaction effects between brand and advertisement related factors which in turn strongly influence consumers' perceptions.

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“…[3] other people examined the criteria of marketing mix and considered those criteria for different times . [4]. But as regards to all studies and research which have been done, it can be observed that the only criteria which is expressed and estimated in all studies and research is marketing mix (4Ps).…”

mentioning

confidence: 99%

Using The Fuzzy Ahp Methodology In Customerâs Purchasing Decision-making Process Based On Marketing Mix 4ps

Baygi¹,

Emam²

2011

J. Math. Computer Sci.

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In purchasing process, whether in traditional or online, we face the problem of comparison and decisionmaking. Also given the fact that the main criteria which are considered by most customers in purchasing process are marketing mix (4Ps), so we take into consideration these criteria as the main criterion. Moreover, lack of certainty and definability of these criteria in fuzzy form lead us to model customer's purchasing decision-making process by using the fuzzy AHP methodology.

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

Cited by 73 publications

References 7 publications

Commercial hospitality in destination experiences: McDonald's and tourists' consumption of space

Commercial hospitality in destination experiences: McDonald's and tourists' consumption of space

Predicting Brand Perception for Fast Food Market Entry

Using The Fuzzy Ahp Methodology In Customerâs Purchasing Decision-making Process Based On Marketing Mix 4ps

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