Abstract
McDonald’s, the renowned American fast-food giant, views the Middle East as an immensely promising market, yet one that presents formidable challenges. McDonald’s experienced the complexity of this region firsthand when its Middle East franchises became embroiled in a public dispute over the divisive and emotionally charged Israeli-Palestinian conflict. This case study explores McDonald’s political and ethical predicaments in the Middle East, examining the underlying causes of the backlash, dissecting the dynamics between franchisees and franchisors, and providing some potential remedies.
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