In the early 1980s, many experts believed
McDonaldfs was too big and cumbersome
to prosper in a mature economy. However,
McDonaldfs has proven the
critics wrong by operating a complex
service business all around the
world.
McDonaldfs elicits many different
meanings in cultures around the globe. To
many people in the United States today,
McDonaldfs represents convenience and
value. But in other nations.especially in
eastern Europe and in developing regions.
McDonaldfs may represent much more. For
many consumers, McDonaldfs golden arches
symbolize America and all the meanings that
go with it: freedom, economic prosperity,
achievement, and material comfort.
In the United States, eating at a McDonaldfs
is a fairly routine experience, but in some
nations consumers have developed unique consumption
rituals that indicate McDonaldfs is indeed
something special.