Record Details

McDonald’s as a Cultural Brand in the Landscape of Attitudes of Polish Customers

Trends Economics and Management

View Archive Info
 
 
Field Value
 
Title McDonald’s as a Cultural Brand in the Landscape of Attitudes of Polish Customers
 
Creator Komańda, Marcin; Faculty of Management
University of Economics in Katowice
 
Subject brand, culture, McDonald's, globalisation, strategy
M1; M10
 
Description Purpose of the article: The analysis of the attitudes of Polish customers towards McDonald's based on the identification of opposite social attitudes towards globalisation processes and perception of cultural brands.
Methodology/methods: The qualitative analysis of the record of Internet users' discussion has been conducted. The record of the discussion shall be regarded as an expression of opinion by an incidental group of respondents. For the purposes of the conducted research programmes weftQDA 1.0.1 and QSR NVIVO 10 have been used.
Scientific aim: Utilization of postmodern interpretation of the socio-cultural context of running business for purposes of strategic management.
Findings: The main differences between the supporters of the attitudes towards McDonald's were related to two problems. Firstly, the discussion concerns what McDonald’s really is (how its service should be classified). Secondly, the thread of the discourse concerns the quality of McDonald's offer. Further discussion involved the issues of impact of McDonald's on the domestic business, and lifestyle of contemporary Poles and their dining habits.
Conclusions: The landscape of attitudes of Polish customers towards McDonald's is the issue of uncertainty in the strategic management within this company. It seems there is a need for paying attention to national cultural features of Poles and different attitudes of contemporary society expressed as a postmodern response to globalisation. Each group of problems mentioned may become an opportunity or a threat for McDonald's business activity in Poland.
 
Publisher www.fbm.vutbr.cz
 
Contributor —
 
Date 2016-01-12
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
—
—
 
Format application/pdf
 
Identifier https://trends.fbm.vutbr.cz/index.php/trends/article/view/332
 
Source TRENDY EKONOMIKY A MANAGEMENTU; Vol 9, No 24 (2015); 33-43
Trends Economics and Management; Vol 9, No 24 (2015); 33-43
2336-6508
1802-8527
 
Language eng
 
Relation https://trends.fbm.vutbr.cz/index.php/trends/article/view/332/275