DESCRIPTION: McDonald’s Case (B1) is the second piece in the McDonald’s case series. It describes the decision-making process and subsequent decisions that McDonald’s made regarding its polystyrene “clamshell” sandwich containers. Environmentally concerned customers oppose these containers despite scientific arguments that they are preferred over paper wraps. It contains details on the Life-Cycle Analysis that was adopted, and walks the students through the packaging methodology and analysis.
Case B2 should be used as a follow-up to case B1.
The McDonald's Case series can be used to:
- Discuss how to develop partnerships between businesses and environmental groups.
- Understand how to use life cycle analysis (LCA) for decision making.
- Analyze how environmental issues impact corporate strategy.
Secondary Tags: Change Management; Customer Relationship Management; Government & Policy
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