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Title: Golden Arches East: McDonald's in East Asia by James L. Watson ISBN: 0-8047-3207-8 Publisher: Stanford Univ Pr Pub. Date: January, 1998 Format: Paperback Volumes: 1 List Price(USD): $21.95 |
Average Customer Rating: 4 (6 reviews)
Rating: 4
Summary: Not Your Typical Book About McDonald's Expansionism...
Comment: Most books dealing with the spread of American pop culture (and pop business) influences these days like Disney, Coca-Cola and McDonald's have very little good to say about the growth of any of them in previously unexposed markets. That's why, perhaps, it comes as surprising that "Golden Arches East" comes out with a mostly positive look at the effect McDonald's had had throughout East Asia.
In this book, five authors look at the impact McDonald's has had in five different East Asian entities: China, Hong Kong, Taiwan, South Korea and Japan. Much of the early chapters is given over to looking at the material aspects of McDonald's in East Asia: the marketing aspects, the reconceptualization towards a standard Asian consumer, the effect on the Asian food industry, etc.. All of this makes for very fascinating reading and shows just how marketing has to be changed from country to country (or even region to region). Likewise, it deals with very nuts-and-bolts issues of how McDonald's has impacted the lives of the average Asian consumer - and the impact is bigger than you'd think.
However, later chapters (especially those dealing with Taiwan and Korea and the Afterword) move to more conceptual issues of McDonald's - issues of modernity. Americanization and cultural identity. In an anthropological context (which is what this book tries to maintain), these are all very important, but somehow the later efforts seem to either fall flat or fall back on the line used so often in studying Asia these days, "But things are changing now".
While the overall message of this book is positive, there are the standard overtones of just how much the world has changed in the past half-century. I really recommend this book for the nuts-and-bolts stuff in the first two or three chapters, but the later didacticism tends to fall a little flat. Nonetheless, this book offers useful information to both the business student and the cultural anthropologist. If either East Asia or McDonald's interest you, I recommend giving this book a shot.
Rating: 3
Summary: Fries taste better in East!
Comment: I tasted McDonald's french fries in East Asia. That tastes better than in the US. American french fries are overfried.
Rating: 3
Summary: Good tale but facile understanding of business environment
Comment: An interesting tale of an importnat American icon. But, this book has little understanding of the local competitors that McDonalds and other foreign multinationals face in East Asia, many of whom are quite formidable. I recommend "New Asian Emperors" by George Haley et al. to understand the complex business environment in East Asia.
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Title: The Koreans : Who They Are, What They Want, Where Their Future Lies by Michael Breen ISBN: 0312242115 Publisher: Thomas Dunne Books Pub. Date: 28 December, 1999 List Price(USD): $25.95 |
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Title: Training the Body for China: Sports in the Moral Order of the People's Republic by Susan Brownell ISBN: 0226076474 Publisher: University of Chicago Press Pub. Date: June, 1995 List Price(USD): $32.00 |
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Title: You Gotta Have Wa by ROBERT WHITING ISBN: 067972947X Publisher: Vintage Pub. Date: 03 October, 1990 List Price(USD): $14.95 |
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Title: Understanding China : A Guide to China's Economy, History, and Political Culture by John Bryan Starr ISBN: 0809094894 Publisher: Hill & Wang Pub Pub. Date: 14 March, 2001 List Price(USD): $15.00 |
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Title: The Asian American Century (Edwin O. Reischauer Lectures, 2000) by Warren I. Cohen ISBN: 0674007654 Publisher: Harvard Univ Pr Pub. Date: March, 2002 List Price(USD): $22.95 |
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