Since 2013, McDonalds sales have been falling. Has it got the balance right between global standardization and
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Since 2013, McDonald’s sales have been falling. Has it got the balance right between global standardization and national differentiation (Strategy Capsule 11.2)? How much flexibility should it offer its overseas franchisees with regard to new menu items, store layout, operating practices, and marketing? Which aspects of the McDonald’s system should McDonald’s top management insist on keeping globally standardized?
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