McDonald's approach to both global and local marketing strategy

  W​‌‍‍‍‌‍‍‌‍‌‌‍‍‍‌‍‌‌‌‍​atch https://www.youtube.com/watch?v=v6coDUDCJ10video by leading academic, Professor Richard Lynch, regarding McDonald's approach to both global and local marketing strategy. Take a look at the video and also read Exhibit 1.5 on pages 33 in the Hollensen set text, What does Professor Lynch mean when he states that 'global must be made and delivered local'? And what are the implications for the way in which Mc​‌‍‍‍‌‍‍‌‍‌‌‍‍‍‌‍‌‌‌‍​Donalds operates its international marketing strategy?