P/M/590. Dissertation. Adaptation strategies as means of survival: analysis of McDonalds and fast food industry

The dissertation aims to investigate the practices of McDonalds in adapting to environmental changes examining demographical, geographical and image aspects of adaptation. A review of literature on survival strategies is provided including Darwinian theory, profit maximization theory, the theory of mergers, acquisitions and demergers, the history and structure of McDonalds, etc. A deductive case study is performed using triangulation method on the basis of secondary research. Conclusions are made about the company’s success in local adaptation and the use of innovation in promoting health awareness.