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over and having a joint venture with DeliFrance.
When McDonald's entered the market, Jollibee management proceeded rationally: ?what advantage do we have over the giant?' They knew that the locals did prefer their sandwich and that McDonald's could not easily adapt. They, however, tried to understand why McDonalds was gaining market shares, and attacked their American competitor with their own weapons: big burgers called ?Champ' to compete with the BigMac's success...
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They, however, tried to understand why McDonalds was gaining market shares, and attacked their American competitor with their own weapons: big burgers called ?Champ' to compete with the BigMac's success.
As a younger company, Jollibee was much more flexible than its American competitor. The firm faced its rival bravely without jeopardizing its brand image...
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