The Hamburger Industry: franchising, market conduct, marketing strategies of competing parties. Challenges confronting in the fast-food industry. Conflicts between franchisers and franchisees. Consumer behavior. The main role of management, its changes.
Аннотация к работе
Russian Presidential Academy of National Economy and Public Administration Faculty of Real Estate Management The Fast-food Industry: McDonald’s, Burger King, Wendy’s, Hardee’s and White Castle Moscow 2013 Introduction The last decade of the 20th century is as critical as it is unique. It is critical because of the extreme prevalence of environmental and technological change affecting the structure of the food industry. The course that these changes follow and the end results during the 1990s will lend direction for the early decades of the 21st century. This decade in history is unique because sophisticated technological changes along with social changes have created many more opportunities for firms to develop differential advantages. Differential advantages are the unique characteristics in a firm’s marketing strategy that cause consumers to purchase its product and not the competitor’s. A differential advantage is the foundation of a firm’s performance in competitive markets. Key components have been ident