Honors Theses
Date of Award
2017
Document Type
Undergraduate Thesis
Department
Croft Institute for International Studies
First Advisor
Doug Vorhies
Relational Format
Dissertation/Thesis
Abstract
When McDonald's entered France in the 1970s, critics did not believe it would be a success. France is a country with a strong and longstanding gastronomic tradition, and it is proud and protective of its culture. In addition, the country has been known for its anti-globalization views. However, France is today the largest market for McDonald's, outside of the United States. How was McDonald's able to win over the French market and become so successful? This thesis analyses adaptations to marketing strategy that McDonald's undertook in France to better appeal to the local audience and connects these adaptations to trends in the company's financial history to show their impact on the company's earnings. The findings show that adapting its marketing strategy to account for local preferences was critical in the country's long-term success in France.
Recommended Citation
BoBo, Walker, "They Call It Le Big Mac: The Importance of Adapting to Local Preferences in Marketing Strategy" (2017). Honors Theses. 937.
https://egrove.olemiss.edu/hon_thesis/937
Accessibility Status
Searchable text
Comments
A thesis presented in partial fulfillment of the requirements for completion of the Bachelor of Arts degree in International Studies from the Croft Institute for International Studies and the Sally McDonnell Barksdale Honors College.