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C/B/971. Fishbein's analysis of McDonald's, KFC and Burger King in UK

(2008, 3500 words)

The paper examines the corporate strategies of the chicken and burger bars, i.e. Mc Donald's, KFC and Burger King. The methods of the research are described including the questionnaire, interview and sampling designs. Fishbein's attitude model is used to evaluate the quality of the companies' products and services. Recommendations are suggested to ensure success and competitive advantage of the analysed organisations.



 
   
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