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Unformatted text preview: its markets, serving as the avant-garde of American franchising. Fifteen years ago, when McDonald’s opened its first
restaurant in Turkey, no other foreign franchisor did business there. Turkey now has hundreds of franchise outlets, including 7-Eleven, Nutra
Slim, Re/Max Real Estate, Mail Boxes Etc., and Ziebart Tidy Car. Support for the growth of franchising has even become part of American
foreign policy. The U.S. State Department now publishes detailed studies of overseas franchise opportunities and runs a Gold Key Program at
many of its embassies to help American franchisors find overseas partners.
The anthropologist Yunxiang Yan has noted that in the eyes of Beijing consumers, McDonald’s represents “Americana and the promise of
modernization.” Thousands of people waited patiently for hours to eat at the city’s first McDonald’s in 1992. Two years later, when a
McDonald’s opened in Kuwait, the line of cars waiting at the drive-through window extended for seven miles. Around the same time, a
Kentucky Fried Chic...
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- Spring '08