McDonald's in Poland as a cultural brand in the view of attitudes of nostalgia and acculturation

Purpose of the article Analysis of the attitudes of Poles towards McDonald's based on the identification of two opposite social attitudes towards globalisation processes and perception of cultural brands, the so called acculturation and nostalgia. Methodology/methods The record of Internet users' discussion has been analysed by means of qualitative analysis. The record of the discussion shall be regarded as an expression of opinion by an incidental group of respondents. For the purposes of the conducted research programme weftQDA 1.0.1 for the analysis of qualitative data has been used. Scientific aim Utilization of postmodern interpretation of the socio-cultural context of running business for purposes of strategic management. Findings The main differences between the supporters of the two attitudes towards McDonald's (acculturation and nostalgia) were related to two problems. Firstly, the discussion concerns what McDonald's really is (how its service should be classified). Secondly, the thread of the discourse concerns the quality of McDonald's offer. Further discussion involved the issues of impact of McDonald's on the domestic business, and lifestyle of contemporary Poles and their dining habits. Conclusions The result of the presence in the opinions expressed by Internet users to McDonald's of two opposing attitudes (i.e. acculturation and nostalgia) needs to be confirmed on a representative sample of respondents. However, it may be said that McDonald's in Poland should be in a position to confront the problem of local socio-cultural context (as a source of uncertainty) in strategic planning.