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A taste of the West : bringing free enterprise to the Soviet Union

Author: Modern Education Services, Inc.
Publisher: [Place of publication not identified] : McDonald's Corp. ; New York, NY : [Distributed by] Modern Education Services, [1994]
Edition/Format:   VHS video : VHS tape   Visual material : EnglishView all editions and formats
Database:WorldCat
Summary:
Story of the Canadian-Soviet joint venture that opened the first McDonald's restaurant in Moscow in January 1990.
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Genre/Form: Case studies
Material Type: Videorecording
Document Type: Visual material
All Authors / Contributors: Modern Education Services, Inc.
OCLC Number: 33470838
Description: 1 videocassette (27 min.) : sound, color ; 1/2 in.
Details: VHS.
Other Titles: Bringing free enterprise to the Soviet Union
Responsibility: McDonald's Restaurants of Canada.

Abstract:

Story of the Canadian-Soviet joint venture that opened the first McDonald's restaurant in Moscow in January 1990.

Notes:

by hje2000 (WorldCat user on 2007-02-09)

In the movie “A Taste of West” we the viewer was provided with excellent examples of how a company has to overcome so many obstacles laid out due to macro-environment. McDonalds was taking a giant risk when they decided to venture out onto another country and they were faced with many forces that were both expected and unexpected. Having to pull such a large amount of Moscow’s resources at once was a major issue in the video because here we find that not only were they prepared to farm at such a mass rate but that the winters could provide a problem in respect to the amounts needed to sustain. Overcoming natural forces turned out to be costly but successful with respect to the fact that McDonalds successfully incorporated the production levels they needed and gave work to farmers and distributors alike. With this however came the introduction to new technology which meant that McDonalds was faced with the necessity to train. The standards that McDonalds have were new concepts to the Russians at the time and so that also brought about the need to train. The political forces were the hardest of all to overcome as this took many years of dealing with different Russian figures in order to finalize the venture. The venture did risk failure as any would when trying to bring one culture to another. Although it was an anticipated and welcomed move there could have been a chance that the Russian people would not like the food or style in which it was provided. McDonalds was the first of its type in Moscow so the same reason that it could have failed was the reason it succeeded. It was something new that brought about new culture and helped to recycle new money through the economy.

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