Συγκριτική ανάλυση της επένδυσης της McDonald's στην Ελλάδα και τη Ρωσία
Comparative analysis of McDonald's investment in Greece and Russia
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Keywords
Άμεσες ξένες επενδύσεις ; Αγορά fast food ; McDonald'sAbstract
Foreign Direct Investment is a form of economic activity and investment that is becoming
increasingly important in the global economy in the era of globalisation. The reduction of
distances, the internationalisation of trade, the growth of trade and the tendency of large
companies to continuously grow and expand makes Foreign Direct Investment a particularly
useful economic tool. More and more large multinational companies, mainly from the United
States and Europe, have made Direct Investment a key option for expanding into new
markets. Today the multinational enterprise is experiencing greater growth than ever before
and its impact on the economies and societies of different countries is increasing compared to
some decades ago. The conditions for successful implementation of an investment can vary
considerably from country to country and are influenced by economic, political, social and
other factors.
McDonald's Corporation is an American multinational corporation with operations in most
countries of the world. It is the world's largest mass catering chain and one of the most
recognisable brands in the world. It is considered a symbol of American culture in modern
times and of American society abroad. Its presence in different countries, its impact in the
social and economic field, its identification with the United States in people's minds and its
economic size make it an ideal case for study as an example of Foreign Direct Investment of a
multinational enterprise.
This thesis aims to examine the presence of McDonald's in two countries where it showed
different results, Greece and Russia. Greece is considered a benchmark country in the Balkans
and is one of the few cases where the company's adjustment and performance has been
problematic for a long period of time. Russia, on the other hand, was one of McDonald's most
profitable and steadily growing markets until the invasion of the Russian Federation in
Ukraine. It presents particular political economic, social and political conditions. The period
of the Covid 19 pandemic and the economic consequences of Russia's war in Ukraine that led
to McDonald's withdrawal from the country are not included in this paper.