Final answer:
McDonald's uses a 'Think globally and act locally' strategy for its global expansion, maintaining its brand image while adapting products to local cultures. This strategy balances global consistency and local relevance, and represents an example of the influence of American culture and business practices globally.
Step-by-step explanation:
McDonald's global expansion strategy includes a standardized brand image and operations while adapting menus to reflect cultural differences. This strategy is best described as Think globally and act locally. By maintaining a consistent global brand image yet catering to local tastes, McDonald's succeeds in both maintaining its global brand appeal and reaching out to local markets with adapted products.
The company has achieved a competitive advantage by offering a uniform brand experience alongside localized menu options that appeal to cultural preferences. This approach allows McDonald's to be viewed as both a global icon and a local eatery. The strategy is not about becoming a homogeneous global village but about strategically balancing global standards with local needs.
Furthermore, the idea of McDonaldization encompasses the spread of the restaurant's business practices globally, leading to improved efficiency and widespread availability of services. However, McDonald's recent shift towards emphasizing individuality in certain markets reflects a move toward 'de-McDonaldization,' accommodating more specialized consumer demands.
Yet, it's important to acknowledge that the proliferation of this American brand worldwide is an example of cultural globalization, spreading not just goods and services but also American values and consumer culture.