Global or Local Strategies? McDonald’s Turkey Example

Sertaç Hamza, Ahu Tuğba Karabulut


 This study aims to explore how a global franchisor applies global and local strategies in its Turkish franchisees. McDonald’s is a global franchisor which has a distribution licence agreement with Anadolu Group in Turkey. The effect of the agreement is discussed interms of global and local strategies in the fields of Supply Chain Management, Operations Management, Marketing Management, Finance Management, and Human Resources Management. In dept interviews were conducted with functional managers of McDonald’s Turkey to find out the approach of the company. According to the findings of the in depth interviews, it is found out that the company applies both global and local strategies in Turkey for decreasing its costs, increasing its efficiency and alligning its strategies with its headquater. However, it focuses on local strategies more than global strategies due to the effect of its local distribution licencee Anadolu Group.

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