L’esposizione del dott. Barbieri verte sul tentativo, posto da McDonald's, di perseguire un equilibrio tra approccio globale e locale all’interno delle scelte di Marketing, Comunicazione, Produzione e Logistica.

2. McDonald’s Massimo Barbieri, Corporate Relations, McDonald’s Italia Roma, 7 Maggio 2008

6. McDonald’s in Italia 1985-2007: n.° ristoranti

12. “ We want to become the most trusted brand in the world” Jim Skinner, CEO

13. Freedom within a framework

14. LOCAL freedom within a GLOBAL framework

15. Consistency Fun Responsibility Opportunity Comfort Ease Affordable Modern Simplicity Family Caring Transparency Local Global Pride Choice Playful Optimistic Forever Young Modernity

16. Simple easy enjoyment

17. will to win tools for creative minds innovation and inspiration happiness in a bottle ubiquitous acceptance freedom on the road

18. is it in you? think different just do it the Coke side of life life takes Visa live by it 241945.jpg

19. simple easy enjoyment i’m lovin’ it