Schneider, Kenneth C.; Johnson, James C.; Sleeper, … - In: Journal of Consumer Marketing 15 (1998) 3, pp. 290-296
Asserts that the domestic fast food industry is undergoing a transition from growth to maturity. As a result, companies are fending off a flattening sales curve by looking abroad, searching out new target markets, crowding the market with more units. One form of assistance involves the...