Companies expanding overseas have made great efforts to counter past mistakes of corporate imperialism – rather than merely exporting home grown staff and products they make an effort to adapt to local culture and consumer tastes.
McDonalds, for example, offered vegetarian burgers and samosas in Gujarat, where most citizens are vegetarian. In New Delhi, it sold the Maharaja Mac with lamb and chicken for non-beef eaters. It also recruited local managers in New Delhi, which helped the company negotiate bureaucracy.
Halfway through my evening at Wembley Stadium on Sunday I realised why watching Olympic football – or any Olympic sport for that matter – feels strange: it’s the absence of advertising. A stadium normally decked in every type of corporate branding was dominated instead just by the Olympic rings, the participants’ flags, and the purple hues of London 2012.
I’m intrigued by McDonald’s move in Europe to replace some cashiers by introducing touchscreens on which customers can order their own food because it is a practice that could be introduced more widely in retail outlets and restaurants.
My reaction stems from having noticed that I prefer to use self-scanning machines at a local supermarket rather than go to the aisle where items are scanned by a cashier. I find it generally quicker and easier to scan them for myself.