Paper Summary:

This paper charts the expansion of McDonald's chain of fast-food restaurants into Eastern Europe. The paper looks at how, in entering new markets, McDonald's has had to consider various cultural differences that affect how consumers view food, what they will and will not buy, and other issues necessary to conducting business in the former Iron Curtain countries.

From the Paper:

"McDonald's chain of fast-food restaurants is the largest fast-food operation in the U.S., and the company has been expanding into other territories for many years. With the fall of the Soviet Union, new possibilities for expansion opened up in the Eastern bloc, territory long closed to Western business and now targeted by companies like McDonald's. in entering this new market, however, McDonald's has had to consider various cultural differences that affect how consumers view food, what they will and will not buy, and other issues necessary to conducting business in the former Iron Curtain countries.
"The company actually entered the Eastern countries before the fall of the Soviet Union, starting with two restaurants in Yugoslavia in 1986 under a fifty-fifty joint-venture agreement. That entry was budgeted at $2.5 million. A similar agreement with Hungary followed, with plans for five outlets in Belgrade ("McDonald's Entry in Eastern Europe" paras. 1-3)."

Sample of Sources Used:

• "America's Franchises Boom." Chicago Sun-Times (17 Sept 1990). April 24, 2007. http://www.highbeam.com/doc/1P2-4017383.html.
• Falbe, Cecilia M. "An Examination of International Retail Franchising in Emerging Markets." Journal of Small Business Management (1 January 2006). April 24, 2007. http://www.highbeam.com/doc/1G1-142875323.html.
• "McComrades." The Economist (16 April 1988). April 24, 2007. http://www.highbeam.com/doc/1G1-6632779.html.
• "McDonald's Entry in Eastern Europe." The New York Times (24 April 2007). April 24, 2007. http://query.nytimes.com/gst/fullpage.html?res=9A0DE0DC103EF935A35752C1A960948260.
• "Vampire Bites: Fast Food in America." The Economist (22 July 1995), 62.

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