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.

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.

Included in

Marketing Commons

Share

COinS
 
 

To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.