Intellectual property and the external environment (MP3) 
The importance of cause related marketing (PDF) 
Matching people with technology to create a global strategy (PDF) 
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McDonald's Restaurants Case Studies
McDonald’s case studies showcase their strategies for global success in the fast-food industry. Learn how they drive innovation in menu offerings, marketing, and customer service to maintain their market dominance.
The route to fast food franchising
When the McDonald brothers, Dick and Mac opened their first restaurant in 1940 in San Bernardino, California, they could never have imagined the phenomenal...
Franchising and entrepreneurship
What is franchising?
McDonald's is an example of brand franchising. McDonald's, the franchisor, grants the right to sell McDonald's branded goods to someone wishing to...
Recruiting, selecting, and training for success
The reputation of any business ultimately depends on the quality of its products. High-quality products need high-quality people to create, design, produce and deliver...
Staying ahead in a competitive environment
For any business, becoming and staying the market leader is a huge task, even for household names such as McDonald's. Keeping ahead involves continuous...
Managing Stock To meet Customer Needs
McDonald's is one of only a handful of brands that command instant recognition in virtually every country in the world. It has more than...
The marketing process
McDonald's is one of the best-known brands worldwide. This case study shows how McDonald's continually aims to build its brand by listening to its...