Mktg 6000 mc donalds

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Reference: Hitt, M. A., Miller, C. C., & Colella, A. (2015). Organizational behavior. Hoboken, NJ: John Wiley. · Read Chapter 3 below, "Organizational Behavior in a Global Context," pages 72–101. Organizational Behavior in a Global Context Knowledge Objectives After reading this chapter, you should be able to: 1. Define globalization and discuss the forces that influence this phenomenon. 2. Discuss three types of international involvement by associates and managers and describe problems that can arise with each. 3. Explain how international involvement by associates and managers varies across firms. 4. Describe high-involvement management in the international arena, emphasizing the adaptation of this management approach to different cultures. 5. Identify and explain the key ethical issues in international business. Exploring Behavior in Action McDonald's Thinks Globally and Acts Locally In 1948, brothers Richard and Maurice McDonald opened the first McDonald's restaurant in San Bernardino, California. Over the next decade, hundreds of McDonald's restaurants were built alongside the new interstate highway systems in the United States. McDonald's was one of the first restaurants to make fast food available to the newly mobile American population. In 1967, McDonald's decided to go international and opened its first restaurant outside the United States in Richmond, British Columbia. Today there are more than 34,000 McDonald's restaurants in 119 countries. And, its international operations have become highly important to McDonald's financial performance. For example, its restaurants in Europe now produce more revenues than its restaurants in the United States, despite the fact that McDonald's has more units in the United States. McDonald's success in international operations is partially because it has adapted to the unique cultural norms in each of its various foreign locations. Trying to maintain a global brand is difficult because of the different cultural expectations experienced across different countries. It is important to ensure a positive reputation for the company and also maintain the quality of its products. So, McDonald's had to build and sustain a reputation for quality products and efficient service globally while simultaneously meeting consumer expectations across different cultures. McDonald's developed a competitive advantage because the company has taken steps to know, understand, and service customers' needs without compromising its core strengths (fast, easy, clean meals for families to enjoy). McDonald's has developed global packaging that promotes its brand but also provides nutritional information, and does so in the local language showing sensitivity to the local culture. And, the colors of the packaging and promotions are different across countries. For example, the familiar McDonald's red background was changed to green in Europe communicating an environment friendly image to communicate effectively with the envir.

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