McDonald's

Paper Summary:

This paper reviews Bak's book which deals with the impact of McDonald's on Asian countries. It explains that Bak offers an objective viewpoint and finds both the positive and negative aspects of McDonald's introduction to Asia. The author of the paper concludes with a personal opinion on the book.

From the Paper:

"How then does McDonald's succeed in this market? The first answer is slowly. McDonald's was not immediately accepted and did not enjoy quick success and quick expansion. Instead, it has to struggle in the marketplace. However, it did eventually find its way into the market. The main method used is linked to the problems described above. Most notably, the Korean culture is protective of its own due to its history. The solution is to focus on those individuals that are not as impacted by the history, which is the younger generation. For this reason, McDonald's is targeted to children more than adults. This matches how McDonald's is viewed in Korea since it is "perceived primarily as a children's place" and "is not appealing to most grown men" (Bak 146)."

Sample of Sources Used:

• Bak, S. "McDonald's in Seoul: Food Choices, Identity, and Nationalism." Golden Arches East: McDonald's in East Asia. Ed. James L. Watson. Stanford: Stanford University Press, 1997: 136-160

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