Publications
Publications
- September 1998
- HBS Case Collection
McDonald's: International Expansion Strategy
By: Gary W. Loveman and Sabina M. Ciminero
Abstract
James Cantalupo, CEO of McDonald's International, and top management have a few months to decide how the McDonald's brand should be transferred into India. Faced with the challenges presented by the Indian market--80% of Indians are Hindus and cherish cows as sacred animals not to be eaten, for example--managers must determine a branding strategy in India. They asked themselves, "How can we transfer the McDonald's service concept into India and maintain our strong global identity?" They feared repeating earlier mistakes where the standard menu had been compromised to conform to local cultural tastes. Ideas included replacing McDonald's traditional beef burger with lamb or vegetable burgers.
Keywords
Globalized Firms and Management; Expansion; Brands and Branding; Strategy; Cross-Cultural and Cross-Border Issues; Service Industry; Food and Beverage Industry; United States; India
Citation
Loveman, Gary W., and Sabina M. Ciminero. "McDonald's: International Expansion Strategy." Harvard Business School Case 899-005, September 1998.