Cultural Convergence in Emerging Markets: The Case of McDonald's in China and India

It is a truism that successful organizations of any type adapt and conform to the idiosyncracies of their target consumer groups as it is their customers that embody their raison d'etre. This is especially important for small businesses and entrepreneurial enterprises because they lack the requisite experiential treasure trove or elaborate corporate bureaucracies to accomplish this task typically available to established large firms. In fact,...