McDonald’s Corporation is one of the largest fast-food industries in the world. McDonald’s has always been successful through its franchising model and continuous innovation in its business strategies. This researched case study paper aims to highlight various strategies used by McDonald’s to drive success, including applying Michael Porters Dynamic Theory of Strategy and Five forces model and developing a sustainable, balanced scorecard for McDonald’s Corporation. The methodology used is an archival analysis and use of published secondary resources. The findings indicate that if McDonald’s wants to continue through the path of success, they need to be changing its core values, strategies to keep up with the pace in changing global demands and complex business environments. The significance of my research is that first, it analyses a case study and grounds it in theory, and contributes to the existing literature in the fast-food industry. From this research, fast food providers can use different strategies to remain competitive in the market.
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To Cite this article
Raj, S. K. & Singh, N. K. (2020). Strategizing of fast food industries using a balanced scorecard approach: A case study of McDonald’s Corporation. International Journal of Humanities, Arts and Social Sciences, 6(6), 258-273. doi: 10.20469/ijhss.6.20004-6
