this chapter uses McDonald's and fast-food industry to illustrate how management responds to micro and macro economy changes

microeconomic and macroeconomic influences on McDonald's and the fast-food industry

shifting demand curve and oligopolistic behavior

strategies to offset shifting demand

cost cutting strategies

innovations for different tastes

drawing on previous experience

2012 and beyond: a focus on china and other emerging markets

economic and political issues

respones of other  fast-food competitors

calorie counts on menus