British Food Journal: Volume 103 Issue 2
Strapline:
An international multi-disciplinary journal for the dissemination of food-related research
Subject:
Table of contents
McDonald’s: “think global, act local” – the marketing mix
Claudio VignaliFocuses on the marketing mix of McDonald’s. Highlights how the company combines internationalisation and globalisation elements according to various fast food markets. Using the…
200880
Kellogg’s – internationalisation versus globalisation of the marketing mix
Claudio VignaliAnalyses the four main components of Kellogg’s marketing mix (product, price, place and promotion) and assesses the extent to which Kellogg’s has globalised or internationalised…
25283
Virgin Cola
Claudio VignaliSeeks to evaluate the global position of Virgin Cola within the soft drinks industry. In order to do this, Virgin Cola’s strategy regarding the UK and the US markets is evaluated…
12361
Tesco’s adaptation to the Irish market
Claudio VignaliExamines the debate on internationalisation versus globalisation with specific reference to Tesco UK’s expansion into Ireland. First, Tesco UK and Tesco Ireland are introduced in…
14431
338
ISSN:
0007-070Xe-ISSN:
1758-4108ISSN-L:
0007-070XOnline date, start – end:
1899Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Dr Louise Manning
- Dr Robert Hamlin
- Dr Stefano Bresciani
- Prof Michael Carolan
- Dr Alberto Ferraris