McDonald’s (C): Sustaining McDonald’s Environmental Success

by: Stuart L. Hart

Publication Date: January 1, 2008
Length: 13 pages
Product ID#: 1-428-679

Core Disciplines: Leadership/Organizational Behavior, Strategy & Management, Sustainability

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Teaching Note

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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.

Teaching Objectives

After reading and discussing the material, students should:

  • 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.