turns on their investment, and one of the ways in which American culture is exported to nations throughout the world.
McDonald's international expansion began in 1967, with the opening of its first restaurant in Canada. Since 1990, the company's international growth has accelerated sharply. McDonald's is the leading food service retailer in the global consumer marketplace with more than 15,300 restaurants. More than 5,500 of these restaurants are located outside the United States (Eppinga, 1995, p. 710CL017).
During the past five years, 66 percent of new McDonald's have been located outside the United States. Of the 751 restaurants added in 1994, 51 percent were in the six largest markets, compared with 54 percent in 1993 and 57 percent in 1992 ("10-K Filing," 1995, p. 21). This continued relative decline is indicative of the growing importance of emerging markets. McDonald's expects to boost expansion outside of the United States in coming years by adding between 800 and 1,0
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