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Unformatted text preview: British Empire a century ago. For imperial Britain, rapid expansion overseas was a sign not of economic strength, but of underlying
weaknesses at home. An empire that looked impressive and invincible on the map later proved to be remarkably fragile, shrinking much
faster than it had grown. During the 1990s McDonald’s opened restaurants overseas at a furious pace, distracting attention from the fact that it
was gaining few new customers in the United States. The mad cow epidemic in Europe, combined with economic downturns in Asia and
Latin America, have created doubts on Wall Street about McDonald’s imperial strategy. It costs a great deal of money to open new restaurants
on distant continents. The McDonald’s Corporation remains profitable, but now intends to grow by doubling its sales within the United States
over the next decade. That goal may be unrealistic. A recent survey of American consumers found enormous dissatisfaction with McDonald’s.
Among the two hundred national organizations examined in the study, McDonald’s ranked just a couple of places from the bottom.
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- Spring '08