Abstract
What makes people want to attack McDonald’s? The poor eating habits it promotes? The chain is no temple of gastronomy, of course, but the major fast-food brands stand out because of their criteria of hygiene and respect for the refrigerated food distribution chain, which are much better than what is to be found in traditional fast-food outlets. The hegemony of multinational capitalism? Of the 25,000 McDonald’s restaurants in the world, 80 percent are managed as franchises by local operators from the regions where they do business. In France, McDonald’s buys 80 percent of its supplies on the national market.
We all call barbarism that which does not fit our usages.
(Montaigne)
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Notes
Alexandro Baricco, Next, Paris: Albin Michel, 2002.
Jean-François Revel, L’obsession antiaméricaine, son fonctionnement, ses causes, ses conséquences, Paris: Plon, 2002.
See, e.g., David Dollar and Aart Kraay, Growth Is Good for the Poor, Washington, D.C.: Development Research Group, World Bank, April 2001.
Samuel P. Huntington, The Clash of Civilizations and the Remaking of World Order, New York: Simon and Schuster, 1996.
Francis Fukuyama, The End of History and the Last Man, New York: Free Press, 1992.
See, e.g., Ronald Inglehart, Modernization and Postmodernization: Cultural, Economic, and Political Change in 43 Societies, New Haven, CN: Princeton University Press, 1997.
A.-M. Thiesse, La création des identités nationales, Univers historique, Paris: Seuil, 1999.
Simone Weil, Gravity and Grace, New York: Putnam and Sons, 1952.
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© 2004 Michel Chevalier and Gérald Mazzalovo
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Chevalier, M., Mazzalovo, G. (2004). Brands and globalization. In: Pro Logo. Palgrave Macmillan, London. https://doi.org/10.1057/9780230508897_11
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DOI: https://doi.org/10.1057/9780230508897_11
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