miércoles, 25 de enero de 2012

¿Cómo lo hizo McDonald's?: para triunfar en Francia :-)

Aquí el artículo completo desde Knowledge@Wharton: Born in the USA, Made in France: How McDonald's Succeeds in the Land of Michelin Stars

Extracto introductorio:

"France -- the land of haute cuisine, fine wine and cheese -- would be the last place you would expect to find a thriving fast-food market. In a country known for its strong national identity and anti-globalization movement, it seems improbable that McDonald's could have survived the onslaught of French social and political activism. In 1999, José Bové, an agricultural unionist, became a hero to anti-globalization supporters when he and his political group, Confédération Paysanne, bulldozed a McDonald's in Milau, France, to protest against U.S. trade restrictions on French dairy products. With bullhorn in hand, he declared to the television news cameras: "We attacked this McDonald's because it is a symbol of multinationals that want to stuff us with junk food and ruin our farmers." In 2004, amid the nutritional controversy sparked by Morgan Spurlock's documentary Supersize Me, McDonald's was declared in French media to be the epitome of malbouffe, or "junk food" and deemed partly to blame for the nation's rising obesity rate."

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