Abstract
As the American fast food market sails into its maturity stage, the fast food industry looks for new opportunities to keep the business going. One option being explored - and - with promising results -is tapping new consumers in the global marketplace.
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Olszewski, A.P. (2015). International Marketing Strategies of U.S. Fast Food Franchises. In: Hawes, J. (eds) Proceedings of the 1989 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17055-8_25
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