Golden Arches East: McDonald's in East Asia
Author: James L Watson
McDonald’s restaurants are found in over 100 countries, serving tens of millions of people each day. What are the cultural implications of this phenomenal success? The widely read—and widely acclaimed—Golden Arches East argues that McDonald’s has largely become divorced from its American roots and become a “local” institution for an entire generation of affluent consumers in Hong Kong, Beijing, Taipei, Seoul, and Tokyo. In the second edition, James L. Watson also covers recent attacks on the fast-food chain as a symbol of American imperialism, and the company’s role in the obesity controversy currently raging in the U.S. food industry, bringing the story of East Asian franchises into the twenty-first century.
Praise for the First Edition:
“Golden Arches East is a fascinating study that explores issues of globalization by focusing on the role of McDonald’s in five Asian economies and [concludes] that in many countries McDonald’s has been absorbed by local communities and become assimilated, so that it is no longer thought of as a foreign restaurant and in some ways no longer functions as one.” —Nicholas Kristof, New York Times Book Review
“This is an important book because it shows accurately and with subtlety how transnational culture emerges. It must be read by anyone interested in globalization. It is concise enough to be used for courses in anthropology and Asian studies.” —Joseph Bosco, China Journal
“The strength of this book is that the contributors contextualize not just the food side of McDonald's, but the social andcultural activity on which this culture is embedded. These are culturally rich stories from the anthropology of everyday life.” —Paul Noguchi, Journal of Asian Studies
“Here is the rare academic study that belongs in every librar y.”—Library Journal
Library Journal
From a historical perspective, McDonald's Ray Kroc may be viewed as the latest in a line of foreign rulers who conquered Asia. From Japan to South Korea to Taiwan, Hong Kong, and, most recently, China, the ubiquitous Golden Arches proclaim the victory of American hamburger culture. But is McDonald's the vanguard of a process of globalization? The five anthropological case studies gathered here by editor Watson in this absorbing, accessible study suggest a more complicated answer than yes or no. They show that, partly because of its own localization strategy and partly because of the consumers it targets, McDonald's quickly assimilates to the culture of the countries where it operates even as it contributes to modernizing changes in those diverse Asian settings. In particular, McDonald's is no longer an exotic import but part of the local milieu. Here is that rare academic study that belongs in every library.Steven I. Levine, Boulder Run Research , Hillsborough, N.C.
Table of Contents:
| Introduction : transnationalism, localization, and fast foods in East Asia | 1 | |
| 1 | McDonald's in Beijing : the localization of Americana | 39 |
| 2 | McDonald's in Hong Kong : consumerism, dietary change, and the rise of a children's culture | 77 |
| 3 | McDonald's in Taipei : hamburgers, betel nuts, and national identity | 110 |
| 4 | McDonald's in Seoul : food choices, identity, and nationalism | 136 |
| 5 | McDonald's in Japan : changing manners and etiquette | 161 |
| Update : McDonald's as political target : globalization and anti-globalization in the twenty-first century | 183 |
New interesting textbook: Principles of Information Systems 8th Edition or The Theory of Corporate Finance
Real Estate Principles: A Value Approach
Author: David C Ling
Real Estate Principles: A Value Approach by David Ling and Wayne Archer is an exciting new entry into the Principles of Real Estate market, presenting a strong focus on valuation. Value is central to virtually all real estate decision-making including whether and how to lease, buy, or mortgage a property acquisition, whether to renovate, refinance, demolish or expand a property, and when and how to divest (sell, trade, or abandon) a property. Ling and Archer’s goal in the theme of this book is to direct students toward an oriented and focused view concerning real estate so that they have a better chance to ask the right questions and seek the right information when faced with the complexities of real world real estate decisions. Real Estate Principles: A Value Approach provides students and instructors with the most modern, engaging and attractive textbook available on the subject. It also offers the best website available, as well as strong in-text Internet content that helps readers use technology to enhance the learning experience.
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