La estrategia de estandarización de McDonald’s, ¿es valorada del mismo modo en todos los países?el caso de los jóvenes en España, Turquía, Italia y Bulgaria

  1. Mª Eugenia Rodríguez López 1
  2. Juan Miguel Alcántara Pilar 1
  3. Asma Ahmed Larouss 1
  1. 1 Universidad de Granada
    info

    Universidad de Granada

    Granada, España

    ROR https://ror.org/04njjy449

Revista:
GCG: revista de globalización, competitividad y gobernabilidad

ISSN: 1988-7116

Año de publicación: 2018

Volumen: 12

Número: 3

Páginas: 31-48

Tipo: Artículo

DOI: 10.3232/GCG.2018.V12.N3.02 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: GCG: revista de globalización, competitividad y gobernabilidad

Resumen

La cadena de restauración fast food McDonald’s mantiene una línea de productos, un tipo de servicio dado y una estética en sus establecimientos que permanece invariable a nivel mundial. Sin embargo, resulta interesante conocer si el factor cultural de los clientes de McDonald’s, afecta a la formación de su valor de la experiencia. Se ha distinguido entre cuatro nacionalidades diferentes: española, turca, búlgara e italiana. Los resultados arrojan luz al enfoque empresarial de McDonald’s, en cuanto a asignación de recursos y estrategias que brindan mejor servicio a los clientes jóvenes de los diferentes países abordados en este estudio.

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Información de financiación

Los autores agradecen la ayuda financiera proporcionada por el grupo de investigación ADEMAR (Universidad de Granada) a través del Proyecto de Investigación de Excelencia de la Junta de Andalucía P12-SEJ-2592 y del Programa de Investigación de la Facultad de Educación, Economía y Tecnología de Ceuta.

Financiadores

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