Almost anywhere in the world you can find a McDonald’s restaurant.
However, the menu may be a bit different depending on where you go since
they do adapt their menu to meet the local tastes of the countries they
operate in. They also use different advertising campaigns in each
Go to YouTube and do some searches on “McDonald’s overseas
advertisements” or similar searches and find an example of a funny
advertisement that McDonald’s has done overseas. You may also find some
videos of menu items that you can find at an overseas McDonald’s, or
some McDonald’s advertisements in the country that you are studying for
Choose a video or two that you think is the funniest or most
interesting, and share with your classmates. Then explain the
advertisement in the context of why you think McDonald’s has chosen a
strategy of product and advertising adaptation and how effective do you
think the foreign advertisements that you’ve seen have been. In addition
to the videos, also make sure to reference one of the readings from the
background materials in your post.Marketing and Strategy
The following interactive tutorial will introduce you to some of the
key concepts in international marketing and strategy. Pay special
attention to the concepts of standardization and adaptation:
The global marketplace (2014). Pearson Learning Solutions. New York, NY.
For a more detailed discussion of standardization versus adaptation in international marketing see:
Herbig, P. A. (1998). Chapter 2: The standardization versus
adaptation debate: Wherefore art thou now? In E. Kaynak & P.A.
Harbig (Eds.), Handbook of Cross-Cultural Marketing (pp. 31-50). Haworth Press, Inc., Philadelphia, PA, USA. [Business Source Complete]
A closely related issue to standardization versus adaptation is the
choice of overall international strategy. The strategy choices include
multi-domestic (high degree of adaptation), global (high degree of
standardization), and transnational (a hybrid strategy). Carefully read
the following two chapters for more on this important topic:
Jeyarathmm, M. (2008). Chapter 12: Strategy in a global environment. Strategic Management.
Himalaya Publishing House. Mumbai, IND, pp. 155-165. [Ebrary. Note: you
don’t have to read the whole chapter – just up to page 165. The rest of
the chapter will be covered in Module 4]
Steers, R. M., & Nardon, L. (2005). Chapter 10: Developing global business strategies. Managing in the Global Economy. Armonk, NY, USA: M.E. Sharpe, Inc. [Ebrary]
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