El presente trabajo aborda una solución al problema del caso McDonald’s, el cual consiste en cómo mantener la posición de liderazgo de la empresa en sus principales mercados europeos, manteniendo su imagen como una empresa comprometida y que trabaja de manera constante en la búsqueda de alternativas sostenibles para su cadena de suministros, así como en generar un impacto positivo en los países en los que opera. Para esto, se describe, analiza y propone una solución para el caso, mediante un planeamiento estratégico. En el desarrollo del trabajo de investigación analizamos el entorno en el que opera McDonald’s, su cadena de valor y sus áreas funcionales, además, la misión, visión y valores de la organización con el propósito de proponer objetivos desafiantes, alcanzables, medibles y que se conseguirán a través de diversas estrategias que serán evaluadas. Estas se despliegan en los planes de recursos humanos, responsabilidad social empresarial, operaciones, marketing y finanzas, los cuales fueron evaluados financieramente considerando los respectivos análisis de sensibilidad. Las estrategias en las que nos apoyaremos son: desarrollo de nuevas alternativas para sus clientes acordes a las nuevas tendencias de comida sana, optimización de sus procesos en búsqueda de eficiencia y reducción del impacto medioambiental, una acción conjunta con los proveedores de manera que optimicen su proceso de producción hacia la búsqueda de procesos sostenibles como nuevo requerimiento indispensable a nivel mundial, y un trabajo de fortalecimiento de la conciencia medioambiental tanto interna como hacia la sociedad, en búsqueda de posicionar a la marca como una empresa comprometida con el medio ambiente. Finalmente, vista la factibilidad de las acciones propuestas en los planes funcionales, recomendamos su implementación en la organización.

Thesis (M.A.)--Ball State University, 2009. / Title from PDF t.p. (viewed on May 07, 2010). Includes bibliographical references (p. 105-117).

This thesis consists of two case studies which examine how Greenpeace, an independent global environmental campaigning organization, targeted major multinational corporations, McDonald’s and Unilever, in attempt to stop destructive agricultural processes in the developing world. This multiple case study examined how these corporations responded to activist pressure and offers prescriptive insight on how corporations can turn criticism in to an opportunity to achieve mutually beneficial outcomes when responding to activist pressure. These case studies will suggest that if public relations practitioners can create a dialogue with activists publics through two-way communication the profession of public relations can be a guiding force for creating more sustainable business practices, fostering corporate social and environmental responsibility, and creating positive social change. This paper examined recent literature on changing attitudes toward environmental issues, the credibility of corporate sustainability, and symmetrical communication. By studying the use of two-way dialogue in the practice of corporate communications with environmental activist organizations, these case studies will help to test the real world validity of theoretical propositions about symmetrical communication (L. Grunig 1992). Rather than directing its campaigns toward Cargill and other agriculture suppliers, Greenpeace chose to focus their efforts on McDonald’s and Unilever, two large highly visible international corporations using their products. Both companies chose to work with Greenpeace, pressured their suppliers to change their environmental policies, and worked toward creating moratoriums to end deforestation. / Department of Journalism

Thesis (M.A.)--Ohio University, June, 2002. / Title from PDF t.p. Includes bibliographical references (leaves 168-181)

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 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.

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.

The purpose of this study is to examine the evolution of six U.S. corporate logos – Apple, McDonald‟s, Nike, Pepsi, Shell, and Starbucks – from each logo‟s inception until the newest version of the graphic emblem today. The objective is to determine the meanings that logos have for a corporation‟s identity, mission, and relationships, as well as the messages that logos convey to viewers (i.e., mostly customers). By “evolution” of logos here, the researcher means “ongoing transformation” of logos. The semiotic model used in this analysis is Charles Sanders Peirce‟s (1958 [1931]) semiotic framework. Peircean semiotics is made up of a three-part paradigm of signification: the representamen (or the sign itself), the object (or “referent” – what the sign refers to), and the interpretant (the effect on the viewer, or the viewer‟s interpretation). Based on the semiotic data on logo evolution, the researcher found six main themes that emerged across the analyses of U.S. corporate logos. These themes are (1) Direction toward the Future, (2) Identity with Viewers, (3) Instant Recognition and Distinctiveness, (4) Consistency throughout Evolution, (5) Invocation of Change, and (6) True Representation of Corporate Identity. The ultimate conclusion of this analysis is that the communicative intent of a company, through its logo, tends to take a long time to develop. A successful logo is one that portrays the true objectives and principles of a company. For this reason, the ideal identity of a corporation tends to be built over a long period of time, which makes logo improvement “evolutionary” in nature. In all six cases, communication plays a major part in logo improvement.

This study deals with corporate social responsibility (CSR) and focuses on managerial perceptions of CSR at McDonald’s South Africa (SA) and how social responsibility is translated into social practices. The key objectives of the research are: to analyse McDonald’s both internationally and locally in South Africa to establish whether CSR policies exist, then to investigate how these policies are perceived and integrated by outlet managers. Lastly to investigate what kind of social responsibility (SR) involvement, if at all, occurs at outlet level. The research site covers three regions in South Africa, which are the Eastern Cape, Western Cape and Gauteng. The total research sample is 38. 33 interviewees were outlet managers, who were purposively selected, and 5 additional interviews took place with: 2 McDonald’s SA Head Office representatives, 2 interviews with beneficiaries of McDonald’s SR involvement and 1 with the trade union SACCAWU. The research was carried out through questionnaires and semi-structured interviews. The design of this research is based on an interpretive social science approach. The aim of the research was to investigate outlet managers’ perceptions of CSR and social practices present at McDonald’s SA outlets. The key findings of the research indicate that: CSR policies at McDonald’s SA head office are not communicated sufficiently to outlet managers, SR involvement is evident, especially for initiatives focusing on children’s welfare, but far too little occurs at the outlet level. There are also too few checks on social involvement by head office and no formal reporting system is available to the outlets except through an internal magazine, called the Big Mag. There is no official CSR report at McDonald’s SA. The fact that no report exists makes this study more relevant since this research investigates matters pertaining to CSR and social practices. The overall significance of the study is that it brings to the forefront the importance of internal company and external broader regulation which is part of the greater debate of CSR. This is because the analysis of managerial perceptions and implementation of CSR shows some unwarranted discrepancies between policies and practices, locally, nationally and internationally even within the same organisation.

Indiana University-Purdue University Indianapolis (IUPUI) / On October 18, 1982, the Ronald McDonald House of Indiana (RMHI) opened near downtown Indianapolis on the campus of Indiana University Purdue University at Indianapolis (IUPUI), located within walking distance of the prestigious Riley Children's Hospital. The Ronald McDonald House (RMH) concept represented an almost perfect intersection between philanthropy and families in need. Creating the RMHI offered the opportunity for individuals, corporations, and benevolent organizations to come together and build a "home-away-from-home" for the families of sick children. When the RMH idea arrived in Indianapolis in the late 1970s, a group of collaborators representing the McDonald's corporation and restaurant owners, Riley Hospital, IUPUI, and the Indianapolis community banded together to make it a reality. On October 18, 1982, after nearly three years planning, fundraising, and construction, the RMHI's advocates and their supporters celebrated the successful opening of Indiana's only RMH. After this momentous occasion, the RMHI's board of directors and their community and corporate partners worked throughout the 1980s and 1990s to sustain, operate, and expand the home they created for the families of seriously ill children receiving treatment at Riley.