McDonald’s Co. (Japan) Ltd
Leo Paul Dana
(Nanyang Technological University, Singapore)
5790
Abstract
During the post‐bubble bust of the 1990s, many eating establishments closed down. Yet McDonald’s was determined to stay. However, management recognised the importance of slashing prices. This case is an opportunity to learn about price elasticity of demand.
Keywords
Citation
Paul Dana, L. (1999), "McDonald’s Co. (Japan) Ltd", British Food Journal, Vol. 101 No. 5/6, pp. 496-499. https://doi.org/10.1108/00070709910278514
Publisher
:MCB UP Ltd
Copyright © 1999, MCB UP Limited