Becoming one of the most recognized brands worldwide and a market leader in the segment is a goal for many companies. But how? This book explains, using McDonald's as a concrete example, how global companies achieve worldwide success through a consistent yet continually modified marketing strategy. Willy Schneider provides a well-founded and neutral perspective on how McDonald's has successfully positioned and managed its brand for around 60 years, achieved cost leadership through perfect standardization, and consistently tailored its products and services to customer needs. He also illustrates how McDonald's strategically leverages partnerships with suppliers and franchisees, systematically multiplies its business concept, and has conquered the world under the motto "Think global, act local." This book also conveys key concepts of strategic marketing through this best case.