The dynamics of glocalization : the case of McDonald’s Portugal
Global corporations have searched for alternatives in order to protect their market shares in challenging environments where the benefits of standardization in its pure form are no longer enough to guarantee it. In this context, glocalization - that is, a mix between global standardization and local...
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| Formato: | masterThesis |
| Idioma: | eng |
| Publicado em: |
2015
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| Texto completo: | http://hdl.handle.net/10400.14/16786 |
| País: | Portugal |
| Oai: | oai:repositorio.ucp.pt:10400.14/16786 |