Question: Has McDonalds got the balance right between global standardization and national differentiation (see Strategy Capsule 15.3)? Should it offer its franchisees in overseas countries greater

Has McDonald’s got the balance right between global standardization and national differentiation (see Strategy Capsule 15.3)? Should it offer its franchisees in overseas countries greater initiative in introducing products that meet national preferences? Should it also allow greater flexibility for its overseas franchisees to adapt store layout, operating practices, and marketing? What aspects of the McDonald’s system should McDonald’s top management insist on keeping globally standardized?

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