Mcdonald-a Sustainable Organization?

2529 WordsMar 19, 200911 Pages
1. Executive Summary This case study seeks to evaluate the interests of various stakeholders of McDonald’s Corporation, its relation and impact to the organisation’s sustainability, with recommendations aimed at propelling the organization into a sustainable corporation. Among the strategic issues affecting sustainability are identified as obesity, advertisements targeting children, environmental pollution and treatments of animals. These and others factors have pressured McDonald’s to shift to a more socially responsible position, as evident in its current corporate social responsibility practices. The study ends with recommendations geared towards a sustainable corporation. 2. Introduction The McDonald's Corporation,…show more content…
It was a ‘cynical exploitation of children to use a clown to drum up business’ (McLibel, 1995). When the obesity problem became rampant, authorities began to intervene. Among the impacts noted were: • European Union and lobby groups are against fast food producers that target children in their advertisements • Sweden banned fast food advertisements at children under 12 (Brassington, 2005) • Ireland banned fast food advertisement in 2005 (Mintel, 2007) 5.3 Environmental Pollution Environmental pollution is an issue because McDonald’s restaurant in America produces 238 pounds of waste per day each while its regional distribution centre 900 pounds per day (Svoboda & Hart, 1995). Annually, it produces over a million tons of packaging (McSpotlight.org: Environment). Due to McDonald’s massive demand for poultry, hundreds of acres of Brazilian rainforest were destroyed for large-scale cattle ranching and Amazon rainforest being cleared up for production of soybeans meant for feeding chicken and pigs in Europe (Greenpeace, 2006), contributing to global warming. According to a Wall Street Journal Poll in 1991, 53% of people avoided buying a product because of environmental concerns over a product or manufacturer (Hawken, 2002). Impacts include McDonald’s being refused partnership with the community-based Landcare movement in Australia which aims at fostering
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