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McDonald's Russia: Managing a Crisis

Herman K.; Moon, Youngme

McDonald's Russia: Managing a Crisis

CASO

HBS-9503020-E

MARKETING

INGLéS

Descripción:

In August 1998, George Cohon, founder and senior chairman of McDonald's Russia, is facing an economic state of emergency. Russia is in the midst of a severe currency crisis--the ruble has plummeted in value, creating massive inflation and widespread economic disarray. Traffic in the 26 restaurants has plummeted, and Cohon is struggling to figure out how to entice consumers back to McDonald's. Cohon is debating two issues: whether to raise prices and whether to add low-priced items, such as cabbage soup, to the menu.

Zona geográfica

Russia

Fecha de publicación

21/10/2002

Fecha de revisión

08/01/2003

Availability: En existencia

6,75 €
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