摘要：The factors in this paper aim to explain the decrease in revenues for one of McDonald’s international lead markets despite having a huge pool of assets, resources and knowledge in the fast food industry. The paper aims to analyze McDonald’s operations in Germany. In particular, this paper focuses on the importance of franchising strategies and market expansion of McDonald’s scale. This case contains concepts for senior level undergraduate and graduate students. This paper can be used for discussion on strategic management and international business classes.
