Description: The main purpose of this study is to investigate as to what extent MNCs go in either standardizing or adapting a product in international markets as well as to find out if there are any differences between markets in which the MNCs operate with special reference to McDonalds & Uber. By using existing theories, this study aims to amplify the understanding of this topic. The results of the study ought to further educate and hence furnish managers with information to base strategic decisions upon.