|Tipo di tesi||Tesi di laurea magistrale|
|Titolo||Il Franchising Internazionale: il caso McDonald’s|
|Titolo in inglese||International Franchising: a study on the McDonald’s case|
|Struttura||Dipartimento di Studi Linguistici e Culturali|
|Corso di studi||LANGUAGES FOR COMMUNICATION IN INTERNATIONAL ENTERPRISES AND ORGANIZATIONS - LINGUE PER LA COMUNICAZIONE NELL'IMPRESA E NELLE ORGANIZZAZIONI INTERNAZIONALI|
|Data inizio appello||2017-10-18|
|Disponibilità||Accesso limitato: si può decidere quali file della tesi rendere accessibili. Disponibilità mixed (scegli questa opzione se vuoi rendere inaccessibili tutti i file della tesi o parte di essi)|
|Data di rilascio||2057-10-18|
Il presente lavoro si propone di esaminare in che modo il franchising internazionale possa essere utilizzato con successo dalle imprese che decidono di espandersi all’estero.
The main purpose of this thesis is to analyze how international franchising can be used successfully by companies willing to expand overseas and enter different foreign countries. In order to achieve this aim the McDonald’s American fast food chain and its great global expansion have been taken as an example. As a matter of fact, this company made the franchising formula its principal instrument of internationalization. In particular, special attention is given to the organization of the McDonald’s franchise network across the Italian country, which was implemented in the nineties and is still in progress. This work is divided into two parts. The first one lays the theoretical basis on which the case study contained in the second part will be developed, namely the main features of franchising as cooperative agreement, its different types and its regulation in the EU and in some national legislation. The second part is entirely devoted to the McDonald’s fast food chain, examining how it managed to use international franchising in an innovative way in order to enter the foreign markets in which it currently operates, in particular the Italian one. Using the case study as research method, it has been analyzed how McDonald’s has adapted its franchising system in order to meet Italian consumers’ needs. Throughout this work a range of materials have been used, including academic essays, online articles and facts and figures published by McDonald’s itself. Nevertheless, the most direct source is represented by the interviews carried out with two figures strongly committed to the McDonald’s world: the Franchising Manager of McDonald’s Italy and a McDonald’s Franchisee who manages four restaurants in the Vicenza area. Thanks to the data collected, it was possible to identify the structure that was adopted, the innovations that were implemented and the projects that were designed by the company in order to settle efficiently in Italy.