About this ebook
How does a global fast-food brand adapt to a distinctive national market? Burger King in Portugal: Fast Food Market Strategy and Consumer Culture examines the brand’s growth, positioning, and consumer appeal within Portugal’s evolving food-service landscape. Ajay Gupta explores how international franchising, localization, pricing, menu adaptation, restaurant formats, digital marketing, and customer experience shape Burger King’s competitive strategy. The book also considers the cultural meanings attached to fast food, including changing lifestyles, convenience, youth consumption, family dining, tourism, and the influence of American brands on Portuguese consumer culture. By connecting business strategy with market analysis, the book offers insight into the opportunities and challenges faced by multinational restaurant companies operating in Europe. Readers will gain a practical framework for understanding brand expansion, competitive differentiation, consumer behavior, and the balance between global consistency and local relevance. Whether you are interested in Burger King, fast-food marketing, Portugal’s retail and hospitality sectors, international business, franchising, or food culture, this book provides a focused case study of how a global restaurant brand competes in a specific national context. It is suitable for students, marketing professionals, business researchers, entrepreneurs, and readers seeking a deeper understanding of the forces shaping modern fast food and international consumer markets.
How does a global fast-food brand adapt to a distinctive national market? Burger King in Portugal: Fast Food Market Strategy and Consumer Culture examines the brand’s growth, positioning, and consumer appeal within Portugal’s evolving food-service landscape. Ajay Gupta explores how international ...
Discover more
About the author
Ajay Gupta writes about international business, marketing strategy, consumer behavior, and the cultural forces shaping global brands. His work examines how multinational companies adapt their products, operations, and communications to local markets, with particular interest in food service, franchising, and retail. In Burger King in Portugal, Gupta brings together market strategy and consumer culture to offer a focused analysis of global fast food in a Portuguese context. His research is relevant to students, business professionals, entrepreneurs, and readers interested in international marketing and the evolving restaurant industry.
Ajay Gupta writes about international business, marketing strategy, consumer behavior, and the cultural forces shaping global brands. His work examines how multinational companies adapt their products, operations, and communications to local markets, with particular interest in food service, fran...
Rate this ebook
Tell us what you think.
Reading information
Smartphones and tablets
Install the Google Play Books app for Android and iPad/iPhone. It syncs automatically with your account and allows you to read online or offline wherever you are.
Laptops and computers
You can listen to audiobooks purchased on Google Play using your computer's web browser.
eReaders and other devices
To read on e-ink devices like Kobo eReaders, you'll need to download a file and transfer it to your device. Follow the detailed Help Center instructions to transfer the files to supported eReaders.
