This paper contains the analytical view of the marketing strategic shift of McDonald’s and its effectiveness with respect to the growth of the company. Marketing strategies of the company are discussed in the three dimensions, which are marketing philosophy, company’s status with respect to...

This paper jointly examines the link between competition and expected returns in the time series and in the cross section. To this end, we build a general equilibrium model where markups vary because of firm entry with oligopolistic competition. When concentration is high, markups are more...