Article: Golden Arches East: McDonald's in East Asia.

COCA-COLA and McDonald's are favourite targets for those (usually French-speaking) Europeans who worry about Cocacolonisation, McWorld and so on. Even voices that are more friendly to American commerce tend to treat the brands as monolithic creations, whose success is as uniform as it is inevitable.

In their different ways, both these books-one a conventional business biography of Coke's boss, the other a fascinating collection of anthropological essays on McDonald's in East Asia-present a riposte to this caricature. Yes, McDonald's and Coke are powerful; indeed they have changed things in ways that even members of the Academie FranHcaise never imagined: McDonald's ...

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