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A Study on Burger King The Growth Mechanism: Toward The Dynamism of Corporate Success and Failure

The Korean Journal of Franchise Management / The Korean Journal of Franchise Management, (E)2508-4593
2014, v.5 no.2, pp.51-67
https://doi.org/https://doi.org/10.21871/kjfm.2014.5.2.51
Lee, Choong-Woo
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Abstract

Looking at the case of countries or companies, the success and failure can be found a certain repetitive 'Pattern'. In this paper, global franchise company factors determine the success or failure of the Burger King on the market dynamism perspective, and looked to discuss its implications. The success or failure of a company in a country like pattern of the growth and erosion and stagnation and decline, and the pursuit of sustainable growth through relentless improvement reactivated. Burger King has more to strengthen brand equity oriented by the world's best restaurant through the development of aggressive marketing activities in the global market to regain its former glory.

keywords
버거킹, 브랜드, 시장 동태성, 프랜차이즈, 사례연구

The Korean Journal of Franchise Management