Abstract
For a lot of people, the name of McDonald's instantly brings a smile. It is known for its crispy burgers and its wide network of outlets. The company started its business operations in India in 1996 as a 50:50 joint venture partnership between the two businessmen Amit Jatia (Jatia) and Vikram Bakshi (Bakshi). India was a challenging market, given local dietary preferences for vegetarian dishes. Tim Fenton pointed out that India's eat out market was about $128 billion a year compared with $132 billion in China, but was growing faster than that of China.
Cite
CITATION STYLE
Paul, R., & Roy, S. K. (2014). Case study 11: Marketing of services: The McDonald’s way. In Marketing Cases from Emerging Markets (Vol. 9783642368615, pp. 99–112). Springer-Verlag Berlin Heidelberg. https://doi.org/10.1007/978-3-642-36861-5_15
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