الفهرس 
Chapter one: IntroductionOnly 14 pages are availabe for public view
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Abstract
Global quick service restaurants (QSRs), e.g. McDonald’s and its iconic golden arches, have been in the vanguard of the globalisation phenomenon in non-Western countries.
Various challenges have forced global QSRs to “think globally but act locally” spawning
a new generation of products, referred to in this thesis as “glocal products”. In Egypt,
for example, the arrival of global QSRs in the late ١٩٨٠s catalysed a highly-competitive
industry comprising global QSRs (e.g. Wimpy’s, McDonald’s, Hardee’s, KFC and
Burger King - many of American origin) and local QSRs (e.g. Mo’men, Wessaya and
Cook Door). American military interventions in the Middle East – Iraq and Afghanistan
– fuelled anti-American feelings. McDonald’s was seen to be too American and was
boycotted. In response McDonald’s sought to promote its local credentials through
various activities including developing new glocal products – first the McFalafel
sandwich and later the McArabia sandwich.
The aim of this study was to investigate the critical success factors for new glocal
product development activities through a single case study of McDonald’s Egypt with
two embedded units of analysis - two new glocal products - launched in Egypt: the
failing McFalafel and the successful McArabia. The study involved a case study of four
global and four local QSRs in Egypt through three phases of data collection involving
in-depth semi-structured interviews with QSR experts and senior managers
supplemented by the analysis of relevant documents. Phase one focused on external
factors driving the new product development process. Phase two explored internal and
product-related factors. Phase three focused on the new glocal product development
process itself.
A model of glocalisation through new glocal product development by global QSRs in
non-Western countries (Egypt) identifying the critical success factors for new glocal
products was developed. The model shows the interrelationships between a complex
set of factors that can be used by practitioners to enhance the chances of success for
new glocal products in non-Western countries.