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Watch the youtube video by leading academic, Professor Richard Lynch, regarding McDonald’s approach to both global and local marketing strategy. Take a look at the video and also read Exhibit 1.5 on pages 33 in the Hollensen set text, then address the question listed below:
QUESTION: What does Professor Lynch mean when he states that ‘global must be made and delivered local’? And what are the implications for the way in which McDonalds operates its international marketing strategy?
LINK: https://www.youtube.com/watch?v=v6coDUDCJ10
READING REFERENCE: Hollensen, S. (2020) Global Marketing. 8th ed. Pearson Education Limited: Harlow.The report MUST be well written in the FORM OF A WRITTEN REPORT with a good introduction, the main body with subheadings and a strong conclusion. References MUST be from academic journals in fully Harvard referencing format
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