McDonald’s: “think global, act local” – the marketing mix

Claudio Vignali (Principal Lecturer, Manchester Metropolitan University, Manchester, UK)

British Food Journal

ISSN: 0007-070X

Publication date: 1 March 2001


Focuses on the marketing mix of McDonald’s. Highlights how the company combines internationalisation and globalisation elements according to various fast food markets. Using the effect of strategical and tactical models, the case illustrates the effect of McDonald’s on the global environment and how they adapt to local communities. Describes future franchise plans for McDonald’s.



Vignali, C. (2001), "McDonald’s: “think global, act local” – the marketing mix", British Food Journal, Vol. 103 No. 2, pp. 97-111.

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Copyright © 2001, MCB UP Limited

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