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Glocalization Marketing Strategy of Mc Donald's Case Study: Turkey
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Industrial Marketing and Entrepreneurship.
2017 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Globalization is spreading worldwide and it is coming together with its norms. These norms are not appreciated worldwide and there are many nations which have significant populations that are opposed to globalization and its norms. Mc Donald’s is a multinational corporation, it is entering and expanding into different markets as a result of globalization. Nevertheless, this should not indicate that it is an easy goal to spread worldwide for Mc Donald’s due to the anti-globalization movements. Hence, Mc Donald’s developed the concept of “think global, act local” which is highly related to glocalization marketing strategy.

Mc Donald’s is using local assets, local services, local goods and even the company is producing special products for each country as a results of the glocalization marketing strategy. Turkey has a unique culture between the East and the West and it is one of the countries in which Mc Donald’s have significant growth in the last 15 years. Mc Donald’s has a specific menu for Turkey and there are many products which are actually glocalized. As a matter of fact, this work focuses on the glocalization marketing strategy of Mc Donald’s in Turkey. 

Place, publisher, year, edition, pages
2017. , 46 p.
Series
Examensarbete INDEK, 2017:102
Keyword [en]
Glocalization, Mc Donald's, Globalization, Marketing Mix, Turkey, Innovation Management
National Category
Other Social Sciences not elsewhere specified
Identifiers
URN: urn:nbn:se:kth:diva-209813OAI: oai:DiVA.org:kth-209813DiVA: diva2:1114621
Subject / course
Entrepreneurship and Innovation Management
Educational program
Master of Science - Industrial Engineering and Management
Supervisors
Examiners
Available from: 2017-07-10 Created: 2017-06-25 Last updated: 2017-07-10Bibliographically approved

Open Access in DiVA

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