DESCRIPTION: McDonald’s Case (C) is the fourth piece in the McDonald’s case series. It describes the organization’s response to the fact that in April 1993 another nonprofit environmental group, The Beyond Beef Coalition, targeted McDonald’s in a campaign to reduce beef consumption. McDonald’s struggled with this backlash, and the case asks students how McDonald’s can deal with this effectively without diminishing the reputation the company had solidified through the partnership with the Environmental Defense Fund which is described in the McDonald’s cases A & B.
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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