Golden Arches East: McDonald's in East Asia, Second Edition
by James Watson
An anthropological study of McDonald's expansion and cultural adaptation in East Asia, exploring globalization, consumer habits, and local responses through detailed case studies from multiple countries.
About This Book
Golden Arches East examines how McDonald's has been received and transformed in five East Asian societies.
The book draws on fieldwork to analyze local adaptations of fast food culture and consumer practices.
Contributors discuss the interplay between global corporate strategies and regional traditions.
This second edition updates earlier findings with new observations on changing markets and tastes.
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