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The phrase global must be made and delivered local as stated by Professor Lynch implies that businesses that go global needs to take into account of local customs, cultures, preferences and demands and integrate these factors to develop a strong localization strategy so that the products/services offered on a global scale match the needs and preferences of local customers. Even Oliver (2010) points out that the world is not a homogeneous border-free marketplace and therefore when entering into new territories, the strategies needs to be tweaked so that new customers can be attracted towards the brand.
The McDonalds strategy of thinking global and acting local has helped the company to retain its brand value and attract new customers. For instance, in Middle East its highly important to ensure that the meat being served is Halal. McDonalds has integrated this cultural aspect into their products and uses Halal certification to assure their customer that all raw material and meals strictly confirm with the Islamic Halal requirement while maintaining high quality standards (mcdonalds.com, 2020).
If McDonalds hasnt adopted this strategic move while entering into the Middle Eastern market, the company would have faced huge backlash and would have lost the opportunity to attract customers from the region. However, the same move to serve Halal meat in India has resulted in the brand facing boycott threats from the Hindu-religion citizens who questioned the company as to why this practice is being followed in a country where the majority are Hindus and claimed that this move offends the Hindu beliefs (Aljazeera, 2019).
Now in a country as diverse as India, how do you think McDonalds should act in order to be sensitive towards each and every religion/culture?