Importance of Diversified Marketing Strategies for Fast Food Restaurant Chains
13 Pages Posted: 12 Feb 2021
Ekaterina Shcherbakova
California State University East Bay
Date Written: November 27, 2020
Every organization needs to consistently adjust operations and marketing strategies in order to perpetually satisfy consumers and reinforce dedication to the vision and mission of the company. The adjustments need to be made over time, according to situational influences as well as internal and external trends affecting consumer behavior. Without a proper marketing strategy, a company may go out of business due to internal and external organizational pressures. Nowadays, as the economies of countries worldwide show signs of crisis, fast food industry players need to adjust their marketing strategies in order to overcome the competition within new circumstances. This literature review demonstrates that in order to succeed in this competition, food chain companies need to combine multiple approaches and use omni-channel marketing campaigns. This article summarizes the research made over the last two decades and suggests topics in this area that can be further researched. The research documents, reviewed in chronological order, are peer-reviewed articles, conference papers, corporate websites and major media resources.
Keywords: consumer behavior, McDonald’s, decision-making process, business strategy, marketing strategy
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Ekaterina Shcherbakova (Contact Author)
California state university east bay ( email ).
25800 Carlos Bee Boulevard Hayward, CA California 94542 United States
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- DOI: 10.2991/assehr.k.211209.523
- Corpus ID: 245781997
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Please note you do not have access to teaching notes, engaging small‐ and medium‐sized businesses in sustainability.
Sustainability Accounting, Management and Policy Journal
ISSN : 2040-8021
Article publication date: 28 October 2010
The purpose of this paper is to explore how to meaningfully engage small‐ to medium‐sized enterprises (SMEs) in strategies that improve the social and environmental sustainability of their businesses.
Design/methodology/approach
This paper is a conceptual review of the business case for sustainable development that has been offered to the business world. The paper describes the unique features of SMEs that indicate the need to reframe the case for socially and environmentally sustainable business practices for SMEs, and, using arguments discussed in the literature, we summarize the business case for sustainable development that has been specified for SMEs.
SMEs need particular attention when it comes to business strategies for sustainable development, since the business case is not the same as for large firms. Furthermore, tools that are developed to support sustainability in SMEs need to recognize that these companies have different resources and profiles than larger firms.
Research limitations/implications
Sustainable development as a concept captures most issues facing our societies, which means there are endless possibilities for companies to find strategies that will impact – and hopefully improve – their social and environmental performance. While this paper does not provide empirical evidence and support, it offers some insights on practical and social implications of SMEs engaging in sustainability.
Practical implications
This overview may help and give ideas to owners and managers of SMEs to rethink their overall business strategy by not only incorporating sustainability in their core values and actions but also implementing such strategy. In fact, this diversity of opportunities is where there is hope for turning the current world trajectory towards healthy and resilient human and natural communities.
Originality/value
This paper provides review of the current debates and opportunities in business strategies for sustainable development, and an application to the realities of business operations for SMEs.
- Management strategy
- Small to medium‐sized enterprises
- Sustainable development
Stubblefield Loucks, E. , Martens, M.L. and Cho, C.H. (2010), "Engaging small‐ and medium‐sized businesses in sustainability", Sustainability Accounting, Management and Policy Journal , Vol. 1 No. 2, pp. 178-200. https://doi.org/10.1108/20408021011089239
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