Dissertação (mestrado)—Universidade de Brasília, Faculdade de Ciências da Saúde, Departamento de Nutrição, Programa de Pós-Graduação em Nutrição Humana, 2014. / Submitted by Ana Cristina Barbosa da Silva (annabds@hotmail.com) on 2014-12-04T11:46:04Z No. of bitstreams: 1 2014_MainaRibeiroPereira.pdf: 4670124 bytes, checksum: 3f480821416b10773bcbfd81d78d99ab (MD5) / Approved for entry into archive by Guimaraes Jacqueline(jacqueline.guimaraes@bce.unb.br) on 2014-12-04T12:28:05Z (GMT) No. of bitstreams: 1 2014_MainaRibeiroPereira.pdf: 4670124 bytes, checksum: 3f480821416b10773bcbfd81d78d99ab (MD5) / Made available in DSpace on 2014-12-04T12:28:05Z (GMT). No. of bitstreams: 1 2014_MainaRibeiroPereira.pdf: 4670124 bytes, checksum: 3f480821416b10773bcbfd81d78d99ab (MD5) / Em um contexto de transição alimentar e nutricional, mas com um discurso cada vez mais preocupado com consumo mais saudável e sustentável, as empresas têm buscado se adaptar às exigências e aproveitar as novas oportunidades de mercado que valorizam o alimento mais saudável e que esteja relacionado a práticas ambientais sustentáveis e à qualidade de vida. Estratégias de marketing de alimentos que evidenciem esse tipo de consumo são desenvolvidas com o intuito de reposicionar as marcas à uma imagem positiva, mesmo que sejam ações de empresas que comercializam alimentos considerados não saudáveis, como as redes de fast-food. Com isso, este trabalho tem como objetivo analisar estratégias de marketing alimentar e nutricional utilizadas na internet por uma rede de fast-food. De modo a atingir o objetivo proposto, foram propostos três estudos distintos e complementares. O estudo 1, elaborado em forma de ensaio conceitua o marketing alimentar e nutricional (MAN) como um fenômeno mercadológico do ramo alimentício industrial que expressa em suas mensagens valores de saudabilidade e sustentabilidade em uma dimensão ampla da alimentação coletiva e sistema alimentar. Para os estudos 2 e 3, foi realizado um estudo de caso de uma rede de fast-food na internet. No estudo 2, foram descritos os principais eventos ocorridos em que a empresa estudada implementa ações de MAN no Brasil. Ao final foram comparadas as estratégias de MAN entre os sítios oficiais da empresa nos diferentes países das Américas. Por meio da análise de conteúdo verificou-se estratégias similares mas com adaptações de internacionalização entre os países. As etapas de produção e consumo do sistema alimentar foram as mais evidenciadas. Os países da América do Norte foram identificados com mais estratégias de MAN em seus sítios. No último estudo, referente ao artigo 3, com base nos pressupostos teórico-metodológicos da Análise de Discurso Crítica, buscou-se relacionar os aspectos discursivos presentes no uso do marketing alimentar e nutricional de uma empresa de fast-food por meio da análise documental de um sítio exclusivo de umas das campanhas da empresa que se relacionava ao MAN. A campanha analisada tinha uma proposta dialógica com o consumidor a fim de esclarecer dúvidas sobre a origem, modos de produção e propriedades nutricionais de seus produtos e outras informações sobre a marca. Por meio da análise de discurso crítica de vertente britânica, revela-se o uso da linguagem pela empresa estudada para se manter em posição hegemônica. Destaca-se a culpabilização do indivíduo pela obesidade e a não responsabilização da empresa diante desse problema social, além de características positivas serem evidenciadas nos produtos ou ações em detrimento de outras negativas. A partir dos três estudos verificou-se o potencial do trabalho desenvolvido para incentivar as discussões dos diferentes atores em prol de um sistema alimentar sustentável e saudável e também propor ações para cada setor envolvido. ______________________________________________________________________________ ABSTRACT / In a context of food and nutritional transition, the society has been concerned on increasingly healthy and sustainable consumption and thus, companies have sought to adapt to the demands and seize new market opportunities that value the natural food, the nutritional value and that is related to sustainable environmental practices and the quality of life. Food marketing strategies that demonstrate this kind of consumption are being developed in order to reposition the brands to a positive image, even if they are advertisements of companies that sell food harmful to health, such as fast food. Therefore, this paper aims to analyze the discourse of food and nutritional marketing strategies used in the internet for a fast food chain. To achieve the proposed objective, three distinct and complementary articles were proposed. In article 1 an assay was developed to conceptualize the food and nutritional marketing (FNM) as a marketing phenomenon of the industrial food industry that value in their messages values of healthiness and sustainability in a wide dimension of collective alimentation and food system. This conceptualization was presented through reflections on some issues of contemporary food and the positioning of companies that dominate the market against them. For the articles 2 and 3, was conducted a case study of a fast-food chain on the Internet. In study 2, were described the main events that happened in the studied company implements actions of FNM in Brazil. At the end we compared the strategies of FNM between the official sites of the company in different countries of the Americas. Through content analysis, there was verified similar strategies but with adaptations of internationalization among countries. The stages of production and consumption of the food system were more evident. The countries of North America have been identified with more strategies of FNM on their sites. In the latest study, referring to Article 3, based on the theoretical and methodological assumptions of Critical Discourse Analysis, we tried to relate the discursive aspects in strategies of food and nutrition marketing from a fast-food corporation through documentary analysis of a unique site of one of the company campaigns that was related to FNM. The campaign analyzed had a dialogue proposal with the consumer in order to answer questions about the origin, methods of production and nutritional properties of their products and other information about the brand. Through critical discourse analysis of British strand, reveals the use of language by the company studied to keep itself in hegemonic position. Highlights the culpability of the individual by obesity and non accountability of company before this social problem, and positive characteristics are evident in the products or actions over others negative. From the three studies it was found that the potential of the developed work to encourage discussion of different actors towards a sustainable and healthy food system, and also propose actions for each sector involved.

This thesis is devoted to the McDonald's Olympic Hopefuls sponsorship project. The first two parts include theoretical essentials for elaboration and the terms concerning marketing. Explanation of terms related to marketing communication and commercial communications is also included in this section. The third part is focused on sponsorship, its types and evaluation of sponsorship projects. The application part describes the history of the McDonald's Olympic Hopefuls project. Evaluation of the project and future recommendations are also presented here.

This dissertation studies econometric analysis of game-theoretic models. I develop novel empirical models and methodologies to facilitate robust and computationally tractable econometric analysis. In Chapter 1, I develop an empirical model for analyzing stable outcomes in the presence of incomplete information. Empirically, many strategic settings are characterized by stable outcomes in which players’ decisions are publicly observed, yet no player takes the opportunity to deviate. To analyze such situations, I build an empirical framework by introducing a novel solution concept that I call Bayes stable equilibrium. The framework allows the researcher to be agnostic about players’ information and the equilibrium selection rule. Furthermore, I show that the Bayes stable equilibrium identified set is always weakly tighter than the Bayes correlated equilibrium identified set; numerical examples show that the shrinkage can be substantial. I propose computationally tractable approaches for estimation and inference and apply the framework to study the strategic entry decisions of McDonald’s and Burger King in the US. In Chapter 2, I study identification and estimation of a class of dynamic games when the underlying information structure is unknown to the researcher. I introduce Markov correlated equilibrium, a dynamic analog of Bayes correlated equilibrium studied in Bergemann and Morris (2016), and show that the set of Markov correlated equilibrium predictions coincides with the set of Markov perfect equilibrium predictions that can arise when the players might observe more signals than assumed by the analyst. I propose an econometric approach for estimating dynamic games with weak assumption on players’ information using Markov correlated equilibrium. I also propose multiple computational strategies to deal with the non-convexities that arise in dynamic environments. In Chapter 3, I propose an extremely fast and simple approach to estimating static discrete games of complete information under pure strategy Nash equilibrium and no assumptions on the equilibrium selection rule. I characterize an identified set of parameters using a set of inequalities that are expressed in terms of closed-form multinomial logit probabilities. The key simplifications arise from using a subset of all identifying restrictions that are particularly easy to handle. Under standard assumptions, the identified set is convex and its projections can be obtained via convex programs. Numerical examples show that the identified set is quite tight. I also propose a simple approach to construct confidence sets whose projections can be obtained via convex programs. I demonstrate the usefulness of the approach using real-world data.

No description available.

This article examines the employment practices of McDonald's and other US-owned multinational corporations (MNCs) in the global fast-food industry from the 1970s to date. It focuses on the impact that different host institutions have had on pay and working conditions in different countries in the industry. The author argues that US fast-food MNCs still adopt the underlying principles of their US practices, even if the practices themselves could not be imposed in their entirety, often keeping unions out of workplaces and preserving their management prerogative, even when sector-level collective agreements have been imposed, and often limiting the impact of such agreements. Whilst some improvements have been achieved in some countries, adequate representation remains a serious problem, with many employees experiencing low pay, inadequate hours, insecure work, unpaid hours and sometimes hazardous and intimidating working conditions. The theoretical effect of host-country influences cannot therefore be automatically assumed; rather, the variations that arise across countries, while indicating national diversity, also emphasize variation within national systems and a limited form of convergence or ‘low-road Americanization’ in this sector.

The article examines how and why a new independent trade union was established in McDonald’s Japan in 2006. We discuss these developments both within the McDonald’s ‘system’ and the broader context of the growth of community unions in the Japanese employment system. The findings suggest that the ‘McUnion’ could be seen as a new form of trade union organizing in Japan; unlike an enterprise union it is independent of the employer and recruits ‘non-regular’ workers, yet unlike most community unions is established in one large employer, on a national rather than regional basis, has largely retained its membership and was established and operates with the direct involvement of the main Japanese Trade Union Confederation, Rengo.

No / This article reports on the union recognition dispute that took place at the MacDonald's food-processing plant in Moscow. It examines this dispute in the context of McDonald's employment practices worldwide, the interventions made by international and local unions, and Russian government bodies. Despite these interventions it became impossible to either organise the workforce or establish a collective agreement. The case illustrates the difficulties facing both local unions and global union federations when confronted by intransigent multinational companies, especially in low-skilled sectors in transitional economies.

No / This article analyses the establishment and subsequent meetings of the McDonald's European Works Council and raises a number of questions. Who is an `employee representative' for the purposes of the EU Directive? How are such representatives elected in practice and what roles do existing national sub-structures play? Can employee representatives adequately coordinate their roles in the absence of significant unionisation? The experience of the McDonald's EWC suggests that where workforces have low levels of unionisation and employers are opposed in principle to the prescribed arrangements, a non-union firm can frustrate even the limited aims of the Directive. Furthermore, legally underpinned national-level sub-structures, which are often assumed to make such European-level bodies accountable, may fail to do so in practice.

No / This paper examines the problem of effectively regulating the labour relations practices of multinational corporations. It focuses on the activities of the McDonald's Corporation in a number of European countries. The findings suggest that public and private codes of conduct have a very limited effect and that determined and well-resourced corporations can not only undermine regional forms of regulation - such as that provided by the European Union - but also, and to a considerable extent, national-level regulation. This is particularly evident in the area of independent trade union representation. Although its aim of avoiding collective bargaining and union recognition wherever possible is only partially successful, McDonald's appears to have developed a number of highly effective strategies for limiting the presence of trade unions at restaurant level, particularly in avoiding or undermining statutory works councils and union representation rights.

Thesis (MBA)--Stellenbosch University, 2004. / ENGLISH ABSTRACT: McDonald's is world renowned for the benchmark standards it sets in operations management. This is evidenced by the numerous references in operations management textbooks over the last 10-15 years. However, since 1999, McDonald's has not been able to link this operations excellence to creating shareholder value. In fact, the McDonald's share price has declined by 64 % over the last 4 years. In comparison, Wendy's (McDonald's biggest competition in the US fast food market) share price has increased by 2 % over the same period. Understanding why McDonald's has not been able to link operational excellence and the creation of shareholder value is the reasoning behind this mini-thesis. The hypothesis is that there are a number of factors. which influence shareholder value, and operational excellence is but one of these factors. A literature survey was conducted in order lO understand the underlying theories which link operational excellence and shareholder value creation. Evidence supporting this hypothesis is then presented and discussed. In Chapter 3, McDonald's ability to deliver operational excellence is evaluated against the evidence presented in operations management textbooks and other sources. The success of McDonald's in delivering perfonnance in the other factors affecting shareholder value is then discussed in Chapter 4 and compared to its biggest competition. Firstly, the share price of McDonald's is compared to its biggest competition (Wendy's), then the strategy of McDonald's and its impact on shareholder value creation is discussed, along with McDonald's ability to implement the other important factors and drivers, namely customer value creation, efficiency of value delivery and direct financial impact on shareholders. As a result of the above evidence. it was found that there are two basic reasons why McDonald's has not been able to link operational excellence and shareholder value creation: 1. Relative to its competition, McDonald's has not demonstrated sufficient competence in the other factors, which influence shareholder value creation. These factors are: customer value creation and the efficiency of customer value delivery. This is further evidenced by the financial output measures of McDonald's relative to its competition. 2. McDonald's ability in delivering operational excellence has diminished recently. This is evidenced by falling ratings in customer satisfaction surveys. The above reasons are evidenced by customer satisfaction survey results, comparative financial results and a number of non-direct driver results. In order to increase shareholder value creation, it is recommended that McDonald's change the focus of its strategy from operations to the creation of customer value. In order to support this change, the organisational structure and business processes will have to be changed by top management, who must be the crusaders of this change. / AFRIKAANSE OPSOMMING: McDonald's is bekend vir die maatskappy se wereldklas bedryfs bestuur standaardc. Die standaarde word tel kens na verwys in menige bedryfs bestuur handboeke oor die afgelope 10 tot 15 jaar. McDonald's kon egtcr nie daarin slaag om die hoe bedryfsbetuur standaarde in aandeelhouer waarde te omskep nic. Die waarde van die McDonald's aandele het met 64% gedaaJ oor die afgelope 4 jaar. In kontras het Wendy's (McDonald's se grootste mededinger in die Amerikaanse kitskos mark) se aandeel pryse met meer as 2% gestyg oor dieselfde peri ode. Die redc vir hierdie studie is dan juis om te bepaal waarom McDonald's nie hul voortrcflike bestuurs standaarde kon koppel aan stygende aandeelhouer waarde nic. Die hipotese is dat daar 'n aantal faktore is wat die aandeelhouer waarde van 'n maatskappy bepaal en dat bedryfs bestuur standaarde maar net een van hierdie faktore is. 'n Literatuur studie is gedoen om te bepaal wat die verwantskap is tussen puik bedryfsbetuur standaarde en die skepping van aandeelhouer waarde. Die bewyse vanuit die literatuurstudie is dan gebruik om die hipotese mee te toets. In Hoofstuk 3 is die vennoe van McDonald' s om hoe bedryfsbestuur standaarde te handhaaf evalueer aan die hand van die literatuur studie. McDonald's se sukses in die implementering van die ander faktore wat lei tot verhoogde aandeelhouer waarde is in Hoofstuk 4 bespreek en terselfde tyd vergelyk met die verrnoens van sy grootste mededingers. Eerstens is die aandeelprys van McDonald's met die van sy grootste mededinger (Wendy's) vergelyk en tweedens is die strategie van McDonald's en die impak daarvan op aandeelhouer waarde bespreek. Ander belangrike faktore soos kliente waarde skepping. effektiwiteit van waarde toevoeging en direkte finansiele impak op aandeelhouers is ingesluit in die bespreking. Daar is gevind dat daar twee hoofredes is waarom McDonald's nie daarin geslaag het om bedryfs bestuur uitmuntenheid te omskep in aandeelhouer waarde nie: 1. McDonald's het in vergelyking met sy mededingers nie goed genoeg gedoen m.b.t. die ander faktore wat aandeelhouer waarde bernvloed nie. Hierdie faktore is kliente waarde skepping en effektiwiteit van waarde toevoeging. 2. McDonald's se bedryfs bestuur standaarde het begin afneem. Dit word gestaaf deur laer waarderings in klante tevredenheids bepalings. Die onvermoe van McDonald' s om die bogenoemde faktore te implementeer word deur die klante tevredenheids bepalings, vergelykende finansiele resultate en 'n aantaJ indirekte maatstawwe gestaaf. Daar word dus voorgestel dat McDonald's sy stralegiese fokus moet verskuif vanaf bedryfs bestuur optimisering na kliente waarde skepping. Die organisasie struktuur en besigheids prosesse van McDonald's sal dus deur bestuur herorganiseer moet word om die verandering in strategie te kan ondersteun.