Abstract
MacDonald's is a multinational company that embraces more than 30,000 fast-food franchises under the brand name, in over 120 countries. It was founded in the United States of America after the crisis of 1929. In the 50s, Ray Kroc took over the company and began to develop it nationally. The corporation initiated global expansion in the 70s, and the brand spread to all the main Western countries. Nowadays, McDonald's is the most well known brand over the world (even more than Coca Cola), according to the Financial Times (1996).
This firm is a good example of the success of globalization, and in spite of a few cyclical crises, its expansion continues. The international nature of McDonald's is obvious. More than half its turnover is realized abroad and there are four times more restaurants that open in foreign countries than in USA each year.
The McDonald's brand took advantage of the globalization of American culture, of which it became one of the main symbols. Its performance added to its success. The standard model of this company (the American way) is easily exportable and implantable everywhere, in spite of cultural differences.
Nevertheless, it would be illusive to think that the McDonald's model could be absolutely universal. Its development in regions far from the American culture compels the firm to take into consideration some cultural specificity.
