McDONALD’s
branding and the contribution of logistic operations and technologies
DOI:
https://doi.org/10.11606/issn.1984-5057.v12i1p57-69Keywords:
McDonald’s, Brand, Logistics provider, Fast food restaurantAbstract
This article presents a discussion about McDonald's branding with the contribution of logistics operations, performed by a logistics provider, in a strategic partnership relationship and new technologies. The fast food restaurant chains present a great difficulty in supplying their stores, an aspect aggravated by the large territorial dimension of Brazil. Research conducted in Brazil and Portugal with brand managers, restaurants and the logistics provider try to explain the success of the McDonald's brand, the most valuable in the fast food segment.
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Published
2020-03-02
Issue
Section
Eixo Temático
License
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons BY-NC-SA License.
How to Cite
YUE, Gin Kwan; LENCASTRE, Paulo de. McDONALD’s: branding and the contribution of logistic operations and technologies. Signos do Consumo, [S. l.], v. 12, n. 1, p. 57–69, 2020. DOI: 10.11606/issn.1984-5057.v12i1p57-69. Disponível em: https://periodicos.usp.br/signosdoconsumo/article/view/164536.. Acesso em: 13 mar. 2025.