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|Document Type:||Visual material|
|All Authors / Contributors:||Modern Education Services, Inc.|
|Description:||1 videocassette (27 min.) : sound, color ; 1/2 in.|
|Other Titles:||Bringing free enterprise to the Soviet Union|
|Responsibility:||McDonald's Restaurants of Canada.|
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.