Dissertations / Theses: 'McDonald's'

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Cortina, Villar Gustavo, Díaz Víctor Manuel Villar, and Flores César Hugo Muñoz. "Plan estratégico para McDonald's." Master's thesis, Universidad del Pacífico, 2016. http://hdl.handle.net/11354/1453.

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El presente trabajo de investigación tiene por finalidad formular un plan estratégico que permita lograr los objetivos del negocio y direccionar las acciones que habiliten las capacidades necesarias para que McDonald’s siga creciendo, liderando el mercado de comida rápida y, a su vez, sea una empresa sostenible -económica, social y ambientalmente-, en los siguientes años. Para lograr las estrategias se han definido un conjunto de planes funcionales, con iniciativas específicas, destinadas a la transformación de las estrategias en acciones concretas. Los planes abarcan el marketing y ventas, las operaciones, los recursos humanos, la responsabilidad social empresarial y los aspectos financieros.

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Sheringham, Colin James. "A gastronomic meditation on McDonald's /." View thesis, 2008. http://handle.uws.edu.au:8081/1959.7/31861.

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Thesis (Ph.D.)--University of Western Sydney, 2008.
A thesis submitted to the University of Western Sydney, College of Arts, Centre for Cultural Research, in fulfilment of the requirements for the degree of Doctor of Philosophy. Includes bibliography.

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Popelář, Jan. "Řízení lidských zdrojů u McDonald's." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2008. http://www.nusl.cz/ntk/nusl-221824.

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Master’s thesis solves the question of human resource management in the McDonald’s restaurant. My thesis has two main parts. The first is desk study with fundamental terms. Practical part forks on first analysis part, where you can find information about the company, and second concept part, which considers about next motivation possibilities and implementation of new motivation method. In the end of the thesis you can find income estimation and complete evaluation.

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Janová, Lucie. "Nákup franchisy: založení provozovny McDonald's." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2015. http://www.nusl.cz/ntk/nusl-224963.

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Deal of this master´s thesis is processing of a business plan for a new McDonald’s franchising branch. The first part of the thesis focuses on theory of this issues. In the analytical part is solved a question if estabilishing of a new branch does make a sense using several analysis. And in the final praktical part are dissected ditails of a new McDonald’s branch founding.

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Cubas, Lara Carola, Higashi Magda Peredo, and Gosicha José Salvatteci. "Plan estratégico McDonald's 2008-2010." Master's thesis, Universidad del Pacífico, 2016. http://hdl.handle.net/11354/1479.

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El presente trabajo tiene como objetivo desarrollar el plan estratégico para la corporación McDonald’s, líder mundial en comida rápida y una de las diez marcas globales más importantes, que cuenta con presencia en 118 países y cerca de 31.000 restaurantes alrededor del mundo. Hacia el año 2007, existían ciertas tendencias cada más relevantes a una escala global. Por un lado, los altos índices de obesidad ocasionaron que algunos organismos, países y personas, pusieran mayor atención en su alimentación, por lo que apareció una mayor conciencia de la importancia de una alimentación saludable. Por otro lado, muchas personas empezaron a premiar con su consumo a las empresas que no generaban en su operación impactos negativos en el medio ambiente o las comunidades, hecho que se hizo más visible a raíz del mayor poder que obtuvieron las organizaciones no gubernamentales ambientalistas y de protección animal. Es en este contexto, se ha elaborado el plan estratégico para el periodo 2008-2010. En él se analiza, con la ayuda de conceptos y herramientas de administración, cuál debe ser el camino a seguir de McDonald’s, teniendo en cuenta sus ventas competitivas para enfrentarse a un entorno más complejo, pero sin perder de vista que el valor de la marca McDonald’s es muy fuerte, debido al modelo que posee y que ha desarrollado por más de cincuenta años. Nuestra propuesta es fortalecer la incorporación del triple resultado: rentabilidad, administración ambiental y responsabilidad social en los planes funcionales. Para ello, proponemos el lanzamiento de la plataforma saludable McGreen, la cual estará acorde con las nuevas tendencias; también buscaremos asegurar la sustentabilidad de la cadena de suministros optimizando la calidad para asegurar el control de sus procesos y del impacto ambiental; y, en paralelo, propondremos la incorporación de tecnología limpia en los restaurantes para reducir el impacto ambiental y, al mismo tiempo, los costos. En este proceso del plan, la información brindada a los clientes sobre el origen y contenido nutricional de los productos de McDonald’s será una prioridad para derribar algunos mitos que existen sobre la comida rápida y demostrar que McDonald’s posee alternativas que están alineadas con el consumo saludable. Finalmente, el servicio al cliente será clave, y para lograrlo buscaremos la excelencia del servicio a través de la capacitación y motivación del personal, para que nuestros clientes reciban la mejor experiencia de compra.

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Castillo, Altez Elizabeth, Kolich Mariella Soto, and Aguirre Marco Rodríguez. "Plan estratégico de McDonald's 2008-2010." Master's thesis, Universidad del Pacífico, 2016. http://hdl.handle.net/11354/1597.

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En el presente trabajo se han utilizado las herramientas de evaluación del entorno interno y externo, y se han identificado los objetivos, las estrategias y los planes funcionales correspondientes. Muy importante de destacar es el análisis VRIO que se ha realizado, cuyo resultado concluye que McDonald’s tiene como ventajas competitivas sostenibles el reconocimiento de la marca, franquiciadores con experiencia local, empleados bien entrenados y una cadena de suministros sostenible. En ese sentido, se puede afirmar que la ventaja competitiva de McDonald’s es de tipo diferenciación amplia (para el nicho de mercado de fast food- hamburguesas). Se han identificado como objetivos más importantes de crecimiento: incrementar el número de restaurantes operados por la empresa propia y en franquicias/afiliados en EE.UU., Europa y APMEA/China y reducir el número de restaurantes en otros países, para consolidar su participación en el mercado; y sostener el crecimiento de las ventas a nivel mundial, según promedio de ventas de tres años, en 9,89% anual. El objetivo más importante de sostenibilidad es que, ya que el 90% de los proveedores cumple con estándares de sostenibilidad, incrementar en 10% por año el uso de empaques de papel reciclado. Se propone como estrategia global que McDonald’s debe mantener su posición competitiva en Estados Unidos y Europa; en China, su estrategia debe ser la de penetración de mercado y desarrollo de nuevos mercados, como el de horario 24 horas, McCafé y opciones saludables. Como estrategia corporativa, se debe continuar implementando una estrategia genérica de liderazgo en costos de tipo 2, es decir, liderazgo en costos con mejor valor, penetrando en mercados de potencial crecimiento, y manteniendo la ventaja competitiva, especialmente en el desarrollo de franquiciadores y de una cadena de suministro sostenible.

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Alfaro, Castro Lizardo Iván, Rodríguez Gerardo Julio Chávez, and Canales Gerardo Erasmo Saúl Rodríguez. "Plan estratégico para McDonald's 2008-2010." Master's thesis, Universidad del Pacífico, 2016. http://hdl.handle.net/11354/1486.

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El presente trabajo consiste en la formulación de un plan estratégico para McDonald’s, líder mundial en el sector fast food, a desarrollarse en los años 2008-2010. El plan está orientado a consolidar el liderazgo de dicha empresa a nivel global, desarrollando un conjunto de acciones debidamente articuladas en torno a las directrices marcadas por la estrategia corporativa definida. Si bien McDonald’s es líder indiscutible del sector fast food, también es verdad que están surgiendo cambios importantes en el entorno que exigen por parte de la corporación acciones que permitan gestionar con éxito esos cambios. Es por ello que en este plan estratégico resaltan propuestas innovadoras en términos de estrategias y acciones de marketing orientadas a potenciar la calidad del servicio y adecuar los productos a los cambios que se están generando en los hábitos de consumo de los clientes. En la misma línea de optimizar la calidad del servicio, se plantean mejoras en el proceso de atención al cliente empleando tecnología disponible, que genera ahorro de tiempo, teniendo en cuenta que es un factor valioso en el estilo de vida de los clientes. Se ha tenido especial atención en el rol de la responsabilidad social como eje direccionador de los planes funcionales; este es un aporte muy importante a la estrategia de McDonald’s, teniendo en cuenta el impacto que genera el negocio en el entorno medioambiental, y la alta sensibilidad que sobre este tema se viene generando en la sociedad. Es por ello que también se valora el fortalecimiento de auditorías preventivas en la cadena de suministros, que permitan prever incidencias que pongan en riesgo la política de responsabilidad social de McDonald’s. Asimismo, planteamos un plan de expansión del negocio priorizando la región Asia, a fin de aprovechar las altas tasas de crecimiento de su economía y considerando también que la industria está en proceso de desarrollo, a diferencia del mercado americano donde está más madura.

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Franco, Yepez José, Concha Ricardo Hervias, and Martínez Juan Carlos Stoll. "Plan estratégico 2008-2010 McDonald's Corporation." Master's thesis, Universidad del Pacífico, 2016. http://hdl.handle.net/11354/1577.

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La presente investigación parte de realizar el análisis externo, utilizando para ello la Metodología PESTEL que analiza el entorno externo mediante los factores políticos, económicos, socio-culturales, tecnológicos, ecológicos, legales. Mediante la Matriz de Evaluación de Factores Externos (EFE) se obtuvo una puntuación de 2,77 que muestra que la empresa tiene condiciones ventajosas para aprovechar las oportunidades y enfrentar las amenazas; resumidas en su presencia global, su liderazgo en costos, precios competitivos, tener un manejo responsable de insumos a través de su cadena de suministros y a su facilidad para ampliar su portafolio de productos. Es relevante mencionar como aspectos clave una situación económica con muestras de desaceleración en Norteamérica y Europa, pero con indicadores positivos en Asia. Desde el punto de vista del consumidor, se incrementan las preferencias hacia opciones de comida más saludables. En la perspectiva ecológica, destaca la búsqueda de la sostenibilidad, promovida por gobiernos y organizaciones activistas. Posteriormente, se realizó la evaluación del grado de atractividad de la industria de comida rápida utilizando como herramienta el modelo de las cinco fuerzas de Porter. Se obtuvo un resultado de 3,67 del cual se concluyó que es atractiva.

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Lišková, Tereza. "Diplomový seminář." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-142211.

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This thesis covers the topic of McDonalds marketing strategy on the Czech market. At the beginning of the thesis, McDonalds as a company is explored. The second part focuses on the market environment, which I have divided into the micro-environment and macro-environment. A SWOT analysis was carried out as part od the work. The third part describes the marketing strategy as well as the marketing mix. In conclusion, I analyze the marketing strategy and provide possible areas of improvement.

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Córdova, Jiménez Carlos Eusebio, Pulgar Laura María del Carmen Huamán, and Cabrera Ricardo Jesús Gustavo Isaac Ramos. "Plan estratégico para McDonald's Corporation 2008-2010." Master's thesis, Universidad del Pacífico, 2016. http://hdl.handle.net/11354/1570.

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El trabajo de investigación tiene como objetivo proponer un plan estratégico para la corporación McDonald’s para el período 2008-2010. El problema principal es que el planeamiento estratégico de McDonald’s no se alinea con los cambios en el entorno referidos al estilo de vida, cuidado de la salud, sobrepeso, obesidad, activismo social y medioambiental. En este contexto, la cadena de suministro debe adecuarse a nuevas demandas ambientales considerando también la sostenibilidad y la responsabilidad social corporativa. Hemos identificado que la cadena de suministros y su relación con la responsabilidad social corporativa se encuentran en proceso de adaptación y se observa más un comportamiento reactivo a nivel estratégico. Nuestra propuesta de solución al problema principal de McDonald’s es que la corporación se oriente a lograr una mayor eficiencia en la cadena de suministros mediante la incorporación progresiva de insumos saludables a los productos actuales y el enriquecimiento de su oferta con alimentos y bebidas saludables, más acordes a las tendencias mundiales de consumo.

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El, Nar Chadi Khalil. "McDonaldisation, glocalisation et stratégies communicationnelles. McDonald's au Liban." Thesis, Metz, 2010. http://www.theses.fr/2010METZ026L.

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D'une simple marque de fast-food à un phénomène mondial, McDonald’s fut un exemple pour des milliers d’entreprises. L'objectif du travail est de comprendre le fonctionnement des multinationales et comment celles-ci s'adaptent aux différentes cultures. Il s’agit d’analyser la manière dont les entreprises mondiales essaient de construire leurs politiques de marketing et de communication dans différents pays.Le cas de McDonald’s au Liban illustre la diversité de ses stratégies. Le Liban est un pays dont la culture est complexe. Partagé entre Orient et Occident et influencé par la religion et la situation géopolitique, le pays du cèdre reflète la modernité, la tradition et la Mcdonaldisation. En l’occurrence, on explique d’une part, les stratégies qui ont fait de McDonald’s un leader mondial de la restauration rapide et d’autre part, pourquoi cette entreprise, une des plus critiquée au monde, est la plus connue et rentable
Starting with a simple fast-food brand to a global phenomenon, McDonald’s became an example for a million of companies. The aim of this work is to understand the multinational functioning of McDonald’s and how it adapts to different cultures. Itanalyses also the way in which global companies try to build their own marketing and communication politics in different countries.McDonald’s’ case in Lebanon is one of these aspects which illustrate the diversity of these strategies. Lebanon is a country in which the culture is complex. Among East and West,and besides being influenced by religion and geopolitic situation, the cedars’ country shows modernity, tradition and McDonaldization. In this study, we enlighten strategies that made of McDonalds a global leader of fast-food. We also explain how McDonald’s, one the most criticized companies in the world, is one of the most known and gainful companies in the same time

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Silva, Isadora Margarete Guimarães da. "Gestão ambiental na franquia de serviços : o caso McDonald's." Universidade de Fortaleza, 2014. http://dspace.unifor.br/handle/tede/92437.

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Current debates about sustainable development motivate concerns and actions regarding environmental protection in companies acting in several businesses branches, which are important for the country's economy, but also responsible for significant environment degradation. Accordingly, the consumer and market started pressuring companies for performing environmental management practices to minimize the negative impacts that their activity generates on the environment, based on the precepts of sustainable development. The present study aims to analyze the existence of environmental management actions used by McDonald's franchise in Fortaleza. The adoption of simple measures increases the profit margin of companies; reduce the use of natural resources and reduce the negative impacts on the environment. This research was developed under a qualitative approach, from bibliographical research, documentary and field. The analyzed categories were sustainable development, social and environmental responsibility. The interview and the questionnaire were designed on the basis of the indicators of ABF and Instituto Ethos. The research yielded results that identify the environmental management actions performed by McDonald's, which, apparently, is more concerned with economy on company expenses than with environmental issues. The conclusion is that this franchise is concerned about negative impacts generated by its activity on the environment.
Atuais discussões sobre desenvolvimento sustentável motivam ações com preocupações ambientais nas empresas de diversos ramos, importantes para economia do país, mas também degradadoras do meio ambiente. Neste contexto, pode-se afirmar que vem ocorrendo pressão de consumidores e do mercado para que as empresas realizem práticas de gestão ambiental que minimizem os impactos negativos causados ao ambiente. O presente estudo teve como objetivo descrever e analisar a existência das ações de gestão ambiental praticadas pela franquia McDonald s em Fortaleza. Esta investigação foi desenvolvida em uma abordagem qualitativa, a partir de pesquisa bibliográfica, documental e de campo. As categorias de análise foram: desenvolvimento sustentável, gestão ambiental e responsabilidade socioambiental. Foram elaborados questionário e entrevista cujas questões foram baseadas nos indicadores do Instituto Ethos e da Associação Brasileira de Franquias (ABF). A pesquisa gerou resultados que apontam a existência de ações de gestão ambiental realizadas pela McDonald s, contudo, nas análises das mesmas há evidências que a franquia está mais preocupada em economia nas contas da empresa do que nas questões ambientais propriamente ditas. Destarte esses resultados, pode-se concluir que a franquia investigada demonstra ter preocupações com os impactos negativos gerados pela sua atividade no meio ambiente.

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Zobay, Nikolas. "Herausforderungen von Umpositionierungsstrategien im Lebensmittelmarkt untersucht am Beispiel McDonald's." St. Gallen, 2005. http://www.biblio.unisg.ch/org/biblio/edoc.nsf/wwwDisplayIdentifier/02607273001/$FILE/02607273001.pdf.

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Celis, Montesinos Rafael, Rivadeneira Augusto Enrique Cheng, and Vigil Rocio Ysabel de la Cuadra. "Desarrollo de plan estratégico para McDonald's Europa (2008-2010)." Master's thesis, Universidad del Pacífico, 2016. http://hdl.handle.net/11354/1469.

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El presente trabajo analiza, evalúa y propone una solución al problema de la empresa McDonald’s en el año 2007 mediante un planeamiento estratégico para el periodo 2008-2010. Del análisis del caso, se puede dar cuenta de que la situación que afronta McDonald’s Europa al cierre del año 2007 es no contar con el abastecimiento sostenible de la cadena de suministro para que soporte el crecimiento, y poder así brindar productos de bajo precio, seguros y de calidad, a efectos de continuar con la estrategia de liderazgo de costos con responsabilidad social. La situación actual de la empresa y el entorno es estable, aunque la tendencia del mercado apunta hacia el consumo de productos saludables. En ese sentido, para el periodo 2008-2010, McDonald’s Europa debe hacer mejoramientos en su cadena de suministros, que le permitan efectuar ahorros para ofrecer un mejor servicio al cliente al mismo precio. Se tomaron en cuenta las estrategias detalladas y se desarrollaron planes funcionales de operaciones, recursos humanos, marketing y finanzas. Destacan la logística de la cadena de suministros, la mejora de los procesos, la realización de auditorías a los productos que ofrecen los proveedores, el posicionamiento de la marca como responsable con el medio ambiente, los usuarios y la sociedad, y el fortalecimiento de las competencias de los colaboradores, entre otras. Finalmente, se recomienda implementar la propuesta del presente plan estratégico, que permitirá ahorrar US$ 28 millones anuales en gastos y generar un VAN marginal de US$ 131 millones en tres años.

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Adamec, Richard. "Sponzorský projekt McDonald's Olympic Hopefuls na podporu mladých sportovců." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-10322.

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This thesis is devoted to the McDonald's Olympic Hopefuls sponsorship project. The first two parts include theoretical essentials for elaboration and the terms concerning marketing. Explanation of terms related to marketing communication and commercial communications is also included in this section. The third part is focused on sponsorship, its types and evaluation of sponsorship projects. The application part describes the history of the McDonald's Olympic Hopefuls project. Evaluation of the project and future recommendations are also presented here.

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Johansson, Jakob, and Moa Andrén. "“[...] när du tänker på skidor så tänker du på McDonald's.” : En receptionsanalys om idrottsintresserade ungdomars uppfattning om McDonald's CSRarbete mot idrott och hälsa." Thesis, Högskolan i Halmstad, Akademin för hälsa och välfärd, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-37411.

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Syfte: Syftet med denna studie är att undersöka hur idrottsintresserade ungdomar uppfattar McDonald's CSR-arbete mot idrott och hälsa i två utvalda reklamfilmer. Studiens vetenskapliga problem är att undersöka hur idrottsintresserade ungdomar uppfattar att McDonald's som Sveriges största snabbmatskedja samtidigt arbetar med hälsofrämjande CSR-arbeten. Det är det motsägelsefulla i detta fenomen som är intressant att undersöka utifrån den utvalda målgruppens perspektiv. Frågeställningar: ● Hur uppfattar idrottsintresserade ungdomar McDonald's CSR-arbete mot idrott och hälsa i de två utvalda reklamfilmerna? ● Hur uppfattar idrottsintresserade ungdomar begreppet Corporate Social Responsibility? ● Hur definierar idrottsintresserade ungdomar begreppet hälsa? ● Hur uppfattar idrottsintresserade ungdomar McDonald's satsning Skidlyftet? Metod och material: Receptionsanalys med sex fokusgruppsintervjuer. Huvudresultat: McDonald's CSR-arbete mot idrott och hälsa gör det möjligt för fler ungdomar att fortsätta med sin idrott. Men samtidigt uppfattar ungdomarna att det är paradoxalt att McDonald's som en snabbmatskedja väljer att göra hälsofrämjande CSR-arbeten.

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Olsson, Majlis, and Anna Lövqvist. "Ungas arbetssituation i genomströmningsbranscher : En studie av callcenter och McDonald's." Thesis, Halmstad University, School of Social and Health Sciences (HOS), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-5010.

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Denna uppsats handlar om ungas arbetsmotivation och arbetstillfredsställelse i genomströmningsbranscher såsom callcenter och McDonald’s. Frågorna vi inledningsvis ställde oss är vad som motiverar ungdomar att söka sig till dessa arbetsplatser och vad som motiverar dem att stanna kvar. Tidigare forskning visar på att både callcenter och McDonald’s är typiska ungdomsarbetsplatser med hög personalgenomströmning, där arbetsuppgifterna framställs som begränsade med exakt definierade instruktioner för hur varje arbetsmoment skall utföras och hur lång tid det skall ta. För att få svar på våra frågeställningar har vi genomfört 16 intervjuer, åtta vid callcenter och åtta vid McDonald’s. Vi fann i vår studie att det framförallt är arbetskamraterna som påverkar och motiverar ungdomarna att gå till arbetet. Arbetskamraterna är det viktigaste motivet till trivseln, men även lönen är viktig faktor i arbetet. Ytterligare intressanta aspekter vi fått fram är att intervjupersonerna beskriver sina arbetssituationer som både positiva och negativa och dessutom visar på en stor yrkesstolthet över att arbeta inom dessa branscher. Detta trots att arbetet till största delen består av standardiserade arbetsuppgifter lka utförs under kontrollerade former där kraven på att prestera är relativt höga, vilket överlag anses leda till en stressig arbetsmiljö. Som en bonus i vår undersökning fick vi fram vissa skillnader mellan callcenter och McDonald’s anställda vad gäller ålder och anställningstid. Det intressanta är att de anställda på McDonald’s generellt är yngre trots att de har fler anställningsår än de på callcenter.

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Carvalho, Alexandre Filordi de. "Para alem dos arcos dourados : a pedagogia cultural do McDonald's." [s.n.], 2002. http://repositorio.unicamp.br/jspui/handle/REPOSIP/253070.

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Orientador : Clara Germana de Sa Gonçalves Nascimento
Dissertação (mestrado) - Universidade Estadual de Campinas, Faculdade de Educação
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Resumo: Tomando um conjunto de imagens produzidas pelo McDonald's como referência de um texto cultural, procuramos demonstrar que a presente sociedade, conforme nossa hipótese, experimenta uma nova relação com a educação. Essa relação é permeada pelas possibilidades de uma Pedagogia Cultural, ou seja, um sistema de práticas culturais que permitem uma nova compreensão e prática da educação, das relações de ensino e aprendizagem; dá-se através daquilo que denominamos cultura da imagem; e, finalmente, estabelece um novo modo de construção do saber, isto é, do entendimento de nossa cultura, nossa história, daquilo que somos e mzemos. Como corolário, objetivamos compreender as transformações atuais presentes em nossa sociedade de cultura imagética, portanto, permitir uma leitura crítica e o fomento de outras análises que ampliem a nossa capacidade de leitura de uma nova linguagem com a qual nos relacionamos: a linguagem das imagens pós-fotográficas
Abstract: Taking a set of images produced by McDonald's as a reference of cultural text, we aim to demonstrate that the present society, according to our hypothesis, experiment a new relation with education. This relation is entwined by the possibilities of a Cultural Pedagogy, that's to say, a cultural practice system that permits a new comprehension and practice of education, of the teaching and learning relation; it happens through that we call culture of image; and, at last, it establishes a new way of constructing the knowledge, that's to say, on the understanding of our culture, our history, on that we are and we do. As a corollary, we aim to understand the nowadays' transformations in our imagetic cultural society, therefore, to allow a critical reading and the increasing of other analyses that promote our reading capacity of a new language with which we interchange: the language of post-photografic images
Mestrado
Mestre em Educação

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Caldeira, Ricardo Dubraz André. "Uma ferramenta inovadora aplicada à sistemas de Mcdonald's Portugal, Lda." Master's thesis, Instituto Superior de Economia e Gestão, 2015. http://hdl.handle.net/10400.5/10322.

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Mestrado em Ciências Empresariais
Num cenário cada vez mais competitivo, onde as organizações trabalham diariamente para vingar nos seus setores de atividade e diferenciarem-se face às suas concorrentes, a inovação assume-se cada vez mais como um fator critico de sucesso. Este projeto, visa a elaboração uma ferramenta totalmente inovadora aplicada à organização em estudo. No caso da Sistemas McDonald's Portugal, identificamos um problema de gestão do negócio com o qual a empresa se depara atualmente, e apresentamos uma solução inovadora de caráter organizacional, que passa pela criação de um sistema robusto de administração que, com eficácia e precisão, filtre as informações dos contratos imobiliários existentes nos diferentes mercados. Com a implementação desta nova ferramenta, a McDonald's tem vindo a retirar inúmeros benefícios, nomeadamente na formação e desenvolvimento dos seus colaboradores e ainda na criação de uma ponte laboral entre os diversos departamentos, permitindo à mesma alocar tempo e recursos para outras atividades organizacionais, garantindo uma maior eficiência no desenvolvimento do seu trabalho, e deste modo gerar uma maior competitividade no seu setor de atuação.
In an increasingly competitive environment, where organizations work every day to take advantage in their own industries, and differentiate themselves against their competitors, innovation emerges as a critical success factor. This project, aims to create an entirely new process applied to the organization under study. In the case of systems McDonald's Portugal, we identified a business management problem that the company is currently facing, and present an innovative solution of organizational character, including the establishment of a robust system of administration, effectively and accurately filter information from existing real estate contracts in different markets. With the implementation of this new tool, McDonald's has been withdrawing numerous benefits, particularly in the training and development of its employees and also in the creation of an employment bridge between the various departments, allowing it to allocate time and resources to other organizational activities, ensuring greater efficiency in the development of their work, and thus generate greater competitiveness in its industry.

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Chang, Steven. "Repositioning a case study of McDonald's New Zealand : a dissertation submitted to Auckland University of Technology in partial fulfilment of the degree of Master of Business, 2008 /." Click here to access this resource online, 2008. http://hdl.handle.net/10292/480.

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Bryans, Robert. "Linking operational excellence to shareholder value : McDonald's as a case study." Thesis, Stellenbosch : Stellenbosch University, 2004. http://hdl.handle.net/10019.1/21214.

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Thesis (MBA)--Stellenbosch University, 2004.
ENGLISH ABSTRACT: McDonald's is world renowned for the benchmark standards it sets in operations management. This is evidenced by the numerous references in operations management textbooks over the last 10-15 years. However, since 1999, McDonald's has not been able to link this operations excellence to creating shareholder value. In fact, the McDonald's share price has declined by 64 % over the last 4 years. In comparison, Wendy's (McDonald's biggest competition in the US fast food market) share price has increased by 2 % over the same period. Understanding why McDonald's has not been able to link operational excellence and the creation of shareholder value is the reasoning behind this mini-thesis. The hypothesis is that there are a number of factors. which influence shareholder value, and operational excellence is but one of these factors. A literature survey was conducted in order lO understand the underlying theories which link operational excellence and shareholder value creation. Evidence supporting this hypothesis is then presented and discussed. In Chapter 3, McDonald's ability to deliver operational excellence is evaluated against the evidence presented in operations management textbooks and other sources. The success of McDonald's in delivering perfonnance in the other factors affecting shareholder value is then discussed in Chapter 4 and compared to its biggest competition. Firstly, the share price of McDonald's is compared to its biggest competition (Wendy's), then the strategy of McDonald's and its impact on shareholder value creation is discussed, along with McDonald's ability to implement the other important factors and drivers, namely customer value creation, efficiency of value delivery and direct financial impact on shareholders. As a result of the above evidence. it was found that there are two basic reasons why McDonald's has not been able to link operational excellence and shareholder value creation: 1. Relative to its competition, McDonald's has not demonstrated sufficient competence in the other factors, which influence shareholder value creation. These factors are: customer value creation and the efficiency of customer value delivery. This is further evidenced by the financial output measures of McDonald's relative to its competition. 2. McDonald's ability in delivering operational excellence has diminished recently. This is evidenced by falling ratings in customer satisfaction surveys. The above reasons are evidenced by customer satisfaction survey results, comparative financial results and a number of non-direct driver results. In order to increase shareholder value creation, it is recommended that McDonald's change the focus of its strategy from operations to the creation of customer value. In order to support this change, the organisational structure and business processes will have to be changed by top management, who must be the crusaders of this change.
AFRIKAANSE OPSOMMING: McDonald's is bekend vir die maatskappy se wereldklas bedryfs bestuur standaardc. Die standaarde word tel kens na verwys in menige bedryfs bestuur handboeke oor die afgelope 10 tot 15 jaar. McDonald's kon egtcr nie daarin slaag om die hoe bedryfsbetuur standaarde in aandeelhouer waarde te omskep nic. Die waarde van die McDonald's aandele het met 64% gedaaJ oor die afgelope 4 jaar. In kontras het Wendy's (McDonald's se grootste mededinger in die Amerikaanse kitskos mark) se aandeel pryse met meer as 2% gestyg oor dieselfde peri ode. Die redc vir hierdie studie is dan juis om te bepaal waarom McDonald's nie hul voortrcflike bestuurs standaarde kon koppel aan stygende aandeelhouer waarde nic. Die hipotese is dat daar 'n aantal faktore is wat die aandeelhouer waarde van 'n maatskappy bepaal en dat bedryfs bestuur standaarde maar net een van hierdie faktore is. 'n Literatuur studie is gedoen om te bepaal wat die verwantskap is tussen puik bedryfsbetuur standaarde en die skepping van aandeelhouer waarde. Die bewyse vanuit die literatuurstudie is dan gebruik om die hipotese mee te toets. In Hoofstuk 3 is die vennoe van McDonald' s om hoe bedryfsbestuur standaarde te handhaaf evalueer aan die hand van die literatuur studie. McDonald's se sukses in die implementering van die ander faktore wat lei tot verhoogde aandeelhouer waarde is in Hoofstuk 4 bespreek en terselfde tyd vergelyk met die verrnoens van sy grootste mededingers. Eerstens is die aandeelprys van McDonald's met die van sy grootste mededinger (Wendy's) vergelyk en tweedens is die strategie van McDonald's en die impak daarvan op aandeelhouer waarde bespreek. Ander belangrike faktore soos kliente waarde skepping. effektiwiteit van waarde toevoeging en direkte finansiele impak op aandeelhouers is ingesluit in die bespreking. Daar is gevind dat daar twee hoofredes is waarom McDonald's nie daarin geslaag het om bedryfs bestuur uitmuntenheid te omskep in aandeelhouer waarde nie: 1. McDonald's het in vergelyking met sy mededingers nie goed genoeg gedoen m.b.t. die ander faktore wat aandeelhouer waarde bernvloed nie. Hierdie faktore is kliente waarde skepping en effektiwiteit van waarde toevoeging. 2. McDonald's se bedryfs bestuur standaarde het begin afneem. Dit word gestaaf deur laer waarderings in klante tevredenheids bepalings. Die onvermoe van McDonald' s om die bogenoemde faktore te implementeer word deur die klante tevredenheids bepalings, vergelykende finansiele resultate en 'n aantaJ indirekte maatstawwe gestaaf. Daar word dus voorgestel dat McDonald's sy stralegiese fokus moet verskuif vanaf bedryfs bestuur optimisering na kliente waarde skepping. Die organisasie struktuur en besigheids prosesse van McDonald's sal dus deur bestuur herorganiseer moet word om die verandering in strategie te kan ondersteun.

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Gonçalves, Rita Maria Pinto do Souto Pinto. "Storytelling in corporate branding : application to a McDonald's Portugal Digital Platform." Master's thesis, Instituto Superior de Economia e Gestão, 2011. http://hdl.handle.net/10400.5/10202.

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Mestrado em Marketing
Esta tese é uma reflexão teórica e prática sobre a presença do storytelling na comunicação corporativa, numa perspectiva que compreende a semiótica e a narratologia num contexto de comunicação estratégica de marketing. Analisamos a junção entre os conceitos de storytelling corporativo, storytelling da marca, storytelling do consumidor e storytelling digital, uma vez que todos se reúnem num diálogo da marca, entre a empresa e o consumidor. O estudo exploratório assentou na nova plataforma da McDonald's "Histórias com M" e foi conduzido de forma a aferir a presença de uma comunicação estruturada na forma de história e para ressaltar quais os pontos comuns na comunicação da marca, através da representação de arquétipos. Apuramos que o storytelling corporativo da McDonald's, relativamente à sua imagem de empregador comunica essencialmente inspiração e determinação como os elementos-chave comuns e partilhados entre os (antigos) trabalhadores.
This dissertation is a theoretical and practical reflection on the presence of Storytelling in Corporate Branding, from a perspective that includes semiotics and narratology in the context of marketing communication strategy. We analyze the merging among the concepts of organizational storytelling, branding storytelling, consumer storytelling and digital media storytelling as they all mingle into a branded dialogue between the company and the consumer. The exploratory research on McDonald's new platform "Histórias com M" was conducted in order to assess the presence of a story form structured communication and to enhance the touching points in the brand's communication, by means of archetypal representation. We found that McDonald's corporate storytelling on branding an employer image essentially communicates inspiration and determination as the key collective and shared elements between (former) workers.

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Vila, Castillo Carla Abigaíl, Regalado Jennifer Ysla, and Huamán Daniel Guillermo Bustamante. "Plan estratégico para Mc Donald's China 2016-2020." Master's thesis, Universidad del Pacífico, 2016. http://hdl.handle.net/11354/1626.

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Mc Donald’s es una corporación estadounidense líder del mercado de comida rápida, con más de 76 años en el mercado y presencia en más de 100 países con alrededor de 36.525 locales entre propios y franquiciados. El éxito de Mc Donald’s radica en ofrecer una variedad de productos tales como hamburguesas, postres y café, destacando la famosa Big Mac, productos a un precio accesible para todos los mercados donde opera. Esto como consecuencia de su estrategia genérica de Liderazgo de costo tipo 2 y su ventaja competitiva de costo, lo cual le permite ofrecer productos de mejor calidad a precios bajos. Cuenta con una visión de abastecimiento sostenible para garantizar la calidad de sus productos sin interrupción del suministro, generando beneficios para los empleados, las comunidades y el medio ambiente. Mantiene alianzas con sus proveedores, con quienes establece constante comunicación, compromiso bilateral y vela por los intereses de sus franquiciados dándoles libertad dentro de un marco. Respecto a su nivel de ventas, crecía constantemente, sin embargo, a partir del año 2013, las ventas vienen decreciendo, principalmente en el mercado norteamericano, su principal mercado, debido a denuncias de los activistas por no ofrecer la información nutricional de los productos, por los aparentes efectos negativos en la salud de los niños, obesidad, entre otros. Frente a ello, la primera medida fue contratar un nuevo CEO, Steve Easterbrook, quien asumió el liderazgo de la empresa en el año 2015, con el objetivo de recuperar el nivel de ventas, el valor de la acción en el mercado y las utilidades. Actualmente, Mc Donald’s ha segmentado sus mercados de acuerdo al potencial de crecimiento: Estados Unidos, grandes mercados internacionales, mercados de mayor crecimiento y mercados fundamentales. El presente plan estratégico tiene como objetivo recuperar el crecimiento en ventas, la participación de mercado y la confianza de los consumidores, mediante un nuevo concepto de comida rápida desde los productos hasta las instalaciones, con una propuesta de productos saludables y orgánicos, a los precios más bajos disponibles, frente a la competencia, y locales amigables con el medio ambiente y adecuados a las necesidades de los diferentes comensales, inicialmente en China, uno de los mercados de mayor crecimiento.

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Zhang, Qinjie, and Longyu Zhou. "Cultural adaptation pattern analysis of McDonald's and KFC in the Chinese market." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-176311.

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KFC and McDonald’s are two representatives of American fast food brands who are operating in China.Considering the cultural differences between American and Chinese culture, whether and how they adaptthemselves to the Chinese culture caught the authors’ attention. This thesis aimed to explore the culturaladaptation patterns of these two brands, and find out what factors contribute to a successful culturaladaptation model from customers’ perspective.In order to find the answer, the authors based this study on academic theories and studies together withobjective information of KFC and McDonald’s, and carried on a survey based on Chinese market. Aftercombining empirical findings and analysis, two models were derived for KFC and McDonald’srespectively. After the analysis, this thesis also discussed implication and limitation of the results, andsuggestion for future study was presented.

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Öhlén, Jessica, and Helena Börzsei. "McDonald's - Ett komplicerat förhållande mellan vinst och etik i en alltmer kritisk värld." Thesis, Stockholm University, Department of Journalism, Media and Communication (JMK), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-40723.

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Förhållandet mellan vinst och etik kan för företag vara komplicerat. Organisationer kräver vinst för överlevnad, men många forskare är idag ense om att följandet av etiska riktlinjer, som behandlar miljö, hälso och samhällsåtaganden, eller ett såkallat CSR-arbete, även är av stor vikt för att klara dagens konkurrens. Samhället och dess konsumenter blir i sin tur, alltmer medveten om företags ansvarslöshet, och väljer följaktligen att stödja de som följer samhällets normer om rätt och fel. McDonald’s som under årens lopp utsått stor samhällskritik angående dess etiska överskridelser med bland annat hälsofarlig mat, arbetar numera aktivt med CSR- arbete. Detta kommuniceras aktivt i allehanda publika annonseringar, och en ny image kan tyckas ta form. Dock är det svårt att se en koppling mellan det praktiska arbetet och den kritik McDonald’s mottagit kring dess produkter. Åtagandena kan istället vara ett försök till att undkomma kritiken genom att kommunicera goda saker företaget gör, utan att istället lösa grundproblemet. Utifrån denna diskussion har kvalitativa djupintervjuer utförts med McDonald’ s kunder för att nå djupare insikt i hur deras djuprotade bild av företaget sett ut, samt hur den relativt nya CSR kommunikationen mottagits. En slutsats som i slutändan dragits är att de fem kundernas bild ofta skiljer sig från den image företaget vill framhäva, och att CSR- annonseringarna mottagits med viss skepticism. Ur intervjuerna har det även framkommit att kundernas åsikter istället grundar sig på utomstående källors utsagor och den egna erfarenheten. Avslutningsvis har en uppskattning gjorts kring huruvida McDonald’s CSR- arbete är gynnsamt. I mångas ögon kan företagets sociala antaganden ses som en tillfällig lösning, då grundproblemet med hälsofarlig mat fortfarande kvarstår. I slutändan har dock denna undersökning kommit fram till att CSR- arbetet dock är av stor vikt för företaget, då det kan minska kritiken, och fungera som försvar vid eventuella framtida kontroverser med samhällets invånare.

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Delgado, Baca Edwin, Morante Grace Milagros Flores, and Ortiz Sandra Cecilia Ninahuanca. "Plan estratégico para McDonald's Perú : gestión de una cadena de suministros sostenible 2008-2010." Master's thesis, Universidad del Pacífico, 2016. http://hdl.handle.net/11354/1467.

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El trabajo de investigación plantea el desarrollo de un Plan Estratégico para McDonald’s Perú, en base al caso de McDonald’s Corporation: gestión de una cadena de suministros sostenible. McDonald’s Corporation es una empresa multinacional dedicada a la venta de comida rápida que cuenta con franquiciados y operadores directos. Una de sus franquicias más grande es Operaciones Arcos Dorados (con sede en Argentina) que comprende, entre otras divisiones, en la parte sur de Latinoamérica a la división de McDonald’s Perú. La cadena de suministros global de la corporación tiene una enorme complejidad gerencial y depende de sus proveedores, pues no hay muchas compañías que tengan la capacidad de suministrarle lo que necesita, cuando lo necesita y en la cantidad que lo necesita. Esta limitación requiere de la implementación de estrategias para lo cual es importante la participación de las gerencias locales, iniciativa que debe estar alineada con la visión del Sistema de Suministros Sostenible de la corporación, que promueve la utilización de un enfoque de sistemas. En tal contexto, esta investigación definió como problema la ausencia de una estrategia global que mediante enfoque sistémico incluya iniciativas locales que permitan un crecimiento continuo, entre ellas acciones preventivas para mitigar efectos de contingencias de naturaleza ambiental y social, priorizar metas, conciliar expectativas e involucrar a grupos de interés. Por lo expuesto, se propone desarrollar para McDonald’s Perú, un Plan Estratégico con base en el 2007 y proyecciones al 2008-2010, que comprenda soluciones al problema identificado, propuesta que posteriormente puede ser considerada por la Corporación dentro de una perspectiva global, como prototipo factible de réplica en los países donde opera McDonald´s.

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Pantoja, Jara Johnny Marcelino. "Mc Donalds - plan estratégico 2008-2010." Master's thesis, Universidad del Pacífico, 2016. http://hdl.handle.net/11354/2288.

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El presente trabajo aborda una solución al problema del caso McDonald’s, el cual consiste en cómo mantener la posición de liderazgo de la empresa en sus principales mercados europeos, manteniendo su imagen como una empresa comprometida y que trabaja de manera constante en la búsqueda de alternativas sostenibles para su cadena de suministros, así como en generar un impacto positivo en los países en los que opera. Para esto, se describe, analiza y propone una solución para el caso, mediante un planeamiento estratégico. En el desarrollo del trabajo de investigación analizamos el entorno en el que opera McDonald’s, su cadena de valor y sus áreas funcionales, además, la misión, visión y valores de la organización con el propósito de proponer objetivos desafiantes, alcanzables, medibles y que se conseguirán a través de diversas estrategias que serán evaluadas. Estas se despliegan en los planes de recursos humanos, responsabilidad social empresarial, operaciones, marketing y finanzas, los cuales fueron evaluados financieramente considerando los respectivos análisis de sensibilidad. Las estrategias en las que nos apoyaremos son: desarrollo de nuevas alternativas para sus clientes acordes a las nuevas tendencias de comida sana, optimización de sus procesos en búsqueda de eficiencia y reducción del impacto medioambiental, una acción conjunta con los proveedores de manera que optimicen su proceso de producción hacia la búsqueda de procesos sostenibles como nuevo requerimiento indispensable a nivel mundial, y un trabajo de fortalecimiento de la conciencia medioambiental tanto interna como hacia la sociedad, en búsqueda de posicionar a la marca como una empresa comprometida con el medio ambiente. Finalmente, vista la factibilidad de las acciones propuestas en los planes funcionales, recomendamos su implementación en la organización.

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Bojovic, Anna. "Påverkar den kulturella bakgrunden konsumenternas associationer om ett varumärke? : En jämförande studie om McDonald's." Thesis, Örebro University, Department of Business, Economics, Statistics and Informatics, 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-824.

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Intresset för det valda uppsatsämnet uppstod av att se om det är kultur som påverkar varumärkesassociationer. Det var därmed intressant att fördjupa sig i två olika kulturer, nämligen USA och Sverige. Detta för att göra studien mer intresseväckande, då det handlar om en jämförelse mellan dessa två länder och för att ”verklighetsförankra” studien.

Uppsatsen grundar sig på en kvalitativ ansats och avser att studera konsumenternas varumärkesassociationer. Den komponent som har analyserats, för att undersöka vilka associationer som uppstår är kulturellt bakgrund. Studien har som syfte att utvärdera om den svenska och amerikanska kulturen påverkar hur konsumenterna associerar om varumärket McDonald’s.

Den teoretiska referensramen tar sin utgångspunkt i Hofstedes kulturmanifestationer och nationella kultur skillnader, men i uppsatsen ges även en inblick i Sveriges och USA:s kultur skillnader. Teori kapitlet avslutas med en egen undersökningsmodell som tar upp de relevanta delarna för studiens syfte.

Det empiriska materialet bygger på intervjuer med svenska och amerikanska konsumenter. Intervjufrågorna formades i huvudsak utifrån komponenterna i den egna undersökningsmodellen. Denna modell användes som ett verktyg för att analysera varumärkesassociationer, där koppling skedde genom att sortera den empiriska fakta som har erhållits, för att sedan applicera den till passande delar inom undersökningsmodellen.

Resultatet av analysen bildade en grund för de slutsatser och egna reflektioner som har presenterats. Slutsatsen redovisar att en människas tankar, handlingar och känslor är kulturella produkter och att den amerikanska och svenska kulturen har en inverkan på konsumenternas associationer.

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Rivera, Erica Nelson. "Why Kids Are 'Lovin' It': A Q Methodology Analysis of the Appeal of McDonald's." BYU ScholarsArchive, 2016. https://scholarsarchive.byu.edu/etd/6440.

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The dramatic rise in childhood obesity is a major concern nationwide. Unprecedented media exposure, drastically decreased time spent interacting as a family, and the consumption of calorie-dense foods are all heated topics of discussion with ties to weight gain. In this research, possible associations are examined between media, social groups and a favorite fast-food restaurant among children: McDonald's. Q methodology was used to analyze the various factors that draw children to McDonald's. With a theoretical background in social learning theory, this study had 29 children rank-order 30 photographs depicting elements of the McDonald's experience. Pictures included the most and least popular food items, social events like birthday parties and eating with family, physical aspects of McDonald's, such as the Playplace and dining area, famous McDonald's characters and celebrities, promotional events and giveaways, like the monopoly game, food coupons and Happy Meal toys. The participants then took part in an interview. Results of the study resemble existing research into what motivates children to go to McDonald's, including the food and Playplace. However, this study also reveals three new factors contributing to the restaurant's popularity for kids: their need to be with friends and family, frequenting the restaurant as a sort of comfortable rite or tradition, and the fame with which McDonald's is associated. The findings suggest the importance of social education about food habits from parents, in spite of an increased dependence on media and peers for information.

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Alves, Carmen Lucia Rodrigues. "O evangelho segundo o McDonald's: estudo sobre o processo de produção da fast-food." Pontifícia Universidade Católica de São Paulo, 2006. https://tede2.pucsp.br/handle/handle/12967.

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Made available in DSpace on 2016-04-27T19:31:27Z (GMT). No. of bitstreams: 1 HIS - Carmen Lucia Rodrigues Alves.pdf: 1078309 bytes, checksum: 1d380777dc66c76acec9d69121b423ee (MD5) Previous issue date: 2006-10-05
Coordenação de Aperfeiçoamento de Pessoal de Nível Superior
This study approaches the production process of McDonald´s fast food chain, recovering the way their meals are produced, the technology invested on them, the definitions about color, scent, taste, as well as the labor relations, from worker´s functional structure, to employees´ selection and training in order to allow them to accomplish all functions that substantiate the production process. By analysing McDonald´s products advertising, this study also focus on the ideology it diffuses, particularly due to the fact that McDonald´s is a fast food chain of global extent
Este estudo aborda o processo de produção da cadeia de fast-food McDonald s, resgatando a forma de produzir seus alimentos, a tecnologia investida, as definições sobre cor, aroma, gosto; as relações de trabalho, desde a estrutura funcional dos trabalhadores, a seleção dos funcionários e o treinamento para cumprir todas as funções que concretizam o processo produtivo. Enfoca, também, através da análise da propaganda de seus produtos, a ideologia que veicula, particularmente por ser uma cadeia de âmbito global

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Weber, Hélène. "Du ketchup dans les veines. Les sources de l'adhésion des employés à l'organisation chez McDonald's." Paris 7, 2003. http://www.theses.fr/2003PA070049.

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A la suite de deux années passées à travailler chez McDonald's et à y avoir gravi les échelons hiérarchiques d'équipière polyvalente à responsable de zone (poste d'adjoint du manager au sein des restaurants), l'auteur s'est attachée à mettre en évidence le processus qui conduit une proportion non négligeable d'employés de la chaîne à profondément s'investir dans et pour l'entreprise. La première partie de la thèse a pour objet de présenter l'organisation en confrontant quatre discours distincts la concernant: celui de l'auteur relativement à son expérience d'observation participante, celui des différentes personnes interviewées concernant leur vécu au sein de l'entreprise, le discours des dirigeants via plusieurs documents de communication interne et externe destinés aux employés et au public et le discours du "système organisationnel" notamment via les documents internes à l'organisation destinés à la formation et à l'évaluation des performances. Cette première approche permet dans la deuxième partie de cerner de quelle façon l'organisation génère des mécanismes de pouvoir qui induisent l'aliénation des employés tout en favorisant leur adhésion au système. Enfin, la troisième partie a pour objet de théoriser le processus d'adhésion des employés à l'organisation en mettant en évidence des "correspondances psycho-organisationnelles" entre la structure psychique du sujet (selon une approche psychanalytique) et ce que l'organisation du travail au sein des restaurants et les pratiques managériales à l'œuvre dans l'entreprise permettent de combler comme aspirations inconscientes chez les employés
Following two years spent to work at McDonald' sand to have climbed the hierarchical levels from general-purpose team-member to person in charge for zone (station of assistant of the manager within the restaurants), the author endeavoured to highlight the process which leads a considerable proportion of employees of the chain to being invested deeply in and for the company. The first part of the thesis has the aim of presenting the organization by confronting four distinct speeches relating to it : that of the author, relative with his experiment of participating observation, that of the various people interviewed concerning their lived within the company, that of the leaders via several documents of internal and external communication intended to the employees and to the public, and the speech of the " organisational system " in particular via the documents intern with the organization intended for the formation and the performance evaluation. This first approach makes it possible in the second part to encircle how the organization generates mechanisms of being able which induce the alienation of the employees to the system while supporting their adhesion. Finally, the third part has the aim of theorizing the process of adhesion of the employees to the organization by highlighting "psycho-organisational correspondences" between the psychic structure of the subject (according to a psychoanalytical approach) and what the organization of work within the restaurants and the management practices in the company make it possible to fill like unconscious aspirations at the employees

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Yu, Cui, and Ting Zhang. "American Fast Food in Chinese Market: A Cross-Culture Perspective : The Case of KFC and McDonald's." Thesis, Halmstad University, School of Business and Engineering (SET), 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-3676.

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Culture differences play a significant role in the international marketing, which has drawn many researchers‟ attention. This dissertation will focus on how the cross-cultural environments influence the choice of marketing strategies.

The theoretical framework of this study mainly contains cross-culture theories and 4P marketing strategy. These theories are put together in an analytical model where a connection between the two theories is explained that will be used as a foundation in gathering and analyzing the empirical findings.

The qualitative research strategy is employed in this dissertation. Utilizing the multiple case studies, we choose two sample companies both from USA. The empirical data was gathered through semi-structured interviews on the telephone. Data was also supplemented with secondary data such as company web pages and scientific articles.

The conclusion can be drawn from this study is that culture differences influence the 4P marketing strategies in both of the companies in different ways. Language, value and customer behaviors of a national culture are main factors to affect the implementation of marketing strategy in the international markets.

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Alexander, Roman. "American Fast Food as Culture and Politics: The Introduction of Pepsi and McDonald's into the USSR." Thesis, University of Oregon, 2013. http://hdl.handle.net/1794/13299.

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This thesis explores how and why two capitalistic American corporations were granted access to the Soviet Union's internal market. For decades communist leadership railed against what they termed "cheap bourgeois consumption," yet in 1972 Pepsi-Cola became the first officially sanctioned American consumer product in the USSR. Eighteen years later, McDonald's would become the first American restaurant to open in the Soviet Union. Both companies became deeply involved in Cold War politics and diplomacy, with high-ranking officials from both sides taking part in the negotiations to bring these companies into the country. These two case studies shed light on a seldom-covered aspect of American-Soviet economic relations and cultural exchange.

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Mileu, Ana Rita Dias Gonçalves. "Os efeitos do rebranding no capital da marca da Mcdonald’s, em Portugal." Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/19639.

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Mestrado em Marketing
A presente investigação tem como propósito analisar o impacto do rebranding da McDonald's no capital da marca e nos seus constructos, bem como identificar potenciais efeitos. Na dissertação é utilizada uma estratégia de investigação case-study, num horizonte temporal cross-sectional. A abordagem metodológica integra unicamente métodos quantitativos. O processo de recolha de dados primários foi feito através de questionários online à população cliente e não cliente McDonald's. Os resultados demonstraram que, em termos globais, o processo de rebranding impactou positivamente o capital da marca McDonald's, contudo, não foi um processo com grande rebranding awareness e repercussão na opinião que os consumidores tinham da mesma. Isto é, as perceções que os clientes tinham sobre a qualidade percebida aumentaram, a lealdade à marca também se tornou mais expressiva, bem como as associações à marca. No entanto, o constructo notoriedade da marca não se revelou favoravelmente impactado pelo rebranding da McDonald's.
The aim of this investigation is to understand the effects of McDonald's rebranding on brand equity constructs and realize if there was significant improvements, as well as to identify potential effects. The current dissertation uses a case-study research strategy, in a cross-sectional time horizon. The methodological approach is mono-method, meaning that it integrates only quantitative methods. The primary data collection was made through online questionnaires to McDonald's client e non-client population. The results have showed that, in general terms, the rebranding process has positively impacted McDonald's brand equity, however it was not a process with major rebranding awareness and impact on consumers' opinion regarding the company. This means that customer's perceptions regarding perceived quality increased, brand loyalty also became more expressive, as did brand associations. Nevertheless, brand awareness was not favourably impacted by McDonald's rebranding.
info:eu-repo/semantics/publishedVersion

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Riegel, Viviane. "Comunicação e Consumo da Marca Global: transformações estratégicas contemporâneas no território simbólico de McDonald´s." Escola Superior de Propaganda e Marketing, 2010. http://tede2.espm.br/handle/tede/225.

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The study is part of global brands in the communications field in the action of these actors, as enunciators messaging increasingly present in contemporary society. The texts and images of these brands make up the scenario of large cities around the world, talking with our daily lives. The communication flows are trademarks of their stores in a privileged area of consumption, because they build in their environment to strategically define the scenes in his speech. In discussing this subject, the object of this study are the communication processes of the McDonald's brand in their stores around the world, analyzed as organized speeches from its spatiality, which has been transformed in recent years. We study the representation of the production process as well as the proposition of consumption of meaning expressed by the global culture in their stores, in order to understand the socio-cultural dimension of the McDonald's brand. The proposed use built in this environment is the result of work organization and communication stimuli directed to consumers. Thus, the discursive strategies of the brand are analyzed by the aesthetic dimension of their territory within regimes of visibility of the process of production and consumption. The methodology used to analyze the space consumption of McDonald's is privileged discourse analysis of the French line, applied in the categories of spatiality, temporality and subjectivity, to study the ethos of the brand, as the personality traits of the actor statement in this new proposal for consumption. From this study, we examine how changes in how the brand staged its proposed use in its stores to strengthen its imaginary global fast food, which is flexible by negotiation with antagonistic discourses, like the slow food, or with local elements, requiring adjustment of the American network.
O estudo de marcas globais se insere no campo da comunicação na ação desses atores, como enunciadores de mensagens cada vez mais presentes na sociedade contemporânea. Os textos e imagens dessas marcas compõem o cenário das grandes metrópoles ao redor do mundo, dialogando com nosso cotidiano. Os fluxos comunicacionais das marcas encontram em suas lojas um espaço de consumo privilegiado, pois constroem em seu ambiente as cenas que estrategicamente definem em seu discurso. Na discussão dessa temática, o objeto desse estudo são os processos comunicacionais da marca McDonald´s em suas lojas ao redor do mundo, analisadas como discursos organizados a partir de sua espacialidade, que sofreu transformações nos últimos anos. Estudamos a representação do processo produtivo, bem como a proposição do consumo do sentido expresso pela cultura global em suas lojas, com o objetivo de compreender a dimensão sociocultural da marca McDonald´s. A proposta de consumo construída nesse ambiente é resultado da organização do trabalho e dos estímulos comunicacionais dirigidos aos seus consumidores. Dessa forma, as estratégias discursivas da marca são analisadas pela dimensão estética de seu território, dentro de regimes de visibilidade do processo de produção e consumo. A metodologia utilizada para a análise do espaço de consumo privilegiado de McDonald´s é a análise do discurso da linha francesa, aplicada nas categorias de espacialidade, temporalidade e subjetividade, para o estudo do ethos da marca, como os traços de personalidade do ator da enunciação nessa nova proposta de consumo. A partir desse estudo, verificamos como as transformações na forma como a marca encena sua proposta de consumo em suas lojas fortalecem seu imaginário de fast food global, que está flexível pela negociação com discursos antagônicos, como o do slow food, ou com elementos locais, que demandam adaptação da rede norte-americana.

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Duggal, Niti. "Retail location analysis a case study of Burger King & McDonald's in Portage & Summit Counties, Ohio /." [Kent, Ohio] : Kent State University, 2007. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=kent1196133312.

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Thesis (M.A.)--Kent State University, 2007.
Title from PDF t.p. (viewed July 10, 2007). Advisor: Jay Lee. Keywords: Retail Location Analysis; geographic information systems(GIS); Statistical Analysis; Regression Analysis; Geocoding; Catchment Area Analysis; Buffer Polygons; Thiessen Polygons; McDonald's; Burger King; Fast Food Restaurants; Overlay Analysis. Includes bibliographical references (p. 130-151).

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Duggal, Niti. "Use of GIS in retail location analysis Burger King & McDonald's in Portage & Summit Counties, Ohio." Saarbrücken VDM Verlag Dr. Müller, 2005. http://d-nb.info/989088952/04.

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Smith, Elena. "Americanization of Russia: A Study of the Advertising Strategies of Coca-Cola and McDonald's in Russian Videos." Thesis, The University of Arizona, 2012. http://hdl.handle.net/10150/228634.

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In this research, I examine selected commercial videos promoting the American corporations Coca-Cola and McDonald's in the Russian market over the period 2007-2010. Proceeding on the assumption that the selected videos are typical TV commercials utilized by these two companies in the Russian market, my major goal is to determine the ways in which the ads attempt to make the given products appealing to Russian consumers. I found that the video ads of these two corporations revealed a strategy aimed at avoiding negative attitudes against the products (and their potential profits) because of their strong identification with America and everything that America might represent to Russian consumers. This challenge is complicated because a segment of the potential market, principally young people, undoubtedly would not mind an association with American values and would generally respond favorably to American and broad cosmopolitan (foreign, non-Russian) interests. Moreover, creating ads with exclusively Russian themes (for example, from folklore) could potentially reach customers in other segments of the population less enamored of American products. The challenge facing both companies was to make a foreign product acceptable and appealing to a Russian market. The strategies they used to do this are worth examining for the sake of obtaining insights into successful advertising campaigns in Russia in particular and in foreign cultures in general. Analyses will yield conclusions that may be useful to psychologists, linguists, cultural historians and members of other disciplines involved in advertising design and business strategies.

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Cooper, Adrienne D. "Two-way communication a win-win model for facing activists pressure : a case study on McDonald's and Unilever's responses to Greenpeace /." Muncie, Ind. : Ball State University, 2009. http://cardinalscholar.bsu.edu/646.

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Spencer, Freeze Rixa Anne. "French Food vs. Fast Food: José Bové Takes on McDonald’s." Ohio University / OhioLINK, 2002. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1029182528.

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Monteiro, Karen. "Nem toda a comida de shopping center é McDonald's estudo de caso na praça de alimentação do Iguatemi Porto Alegre." Pontifícia Universidade Católica do Rio Grande do Sul, 2008. http://hdl.handle.net/10923/1969.

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Cette dissertation a pour thème la nourriture, à partir de l’étude de cas réalisée à la « place de l’alimentation » du centre commercial Iguatemi à Porto Alegre. Elle cherche à analyser la nourriture en tant que construction symbolique, par conséquent indissociée de son contexte d’insertion. Il s’agit d’étudier la portée des concepts de fast food, en mettant en évidence ce qui est appelé ici le modèle McDonald’s, montré comme un des paradigmes de la rationalité formelle de la société contemporaine. Sur la « place de l’alimentation », grâce au choix de la méthodologie qualitative, la recherche analyse la nourriture, en dirigeant son « objectif » « derrière le comptoir ». L’attention se tourne ainsi vers la production et les services que l’on trouve dans l’espace social alimentaire, emblème des centres urbains. fre
A dissertação tem como tema a comida, a partir do estudo de caso realizado na praça de alimentação do shopping-center Iguatemi de Porto Alegre. Interessa analisar a comida enquanto construção simbólica, portanto indissociada do seu contexto de inserção. Trata-se de estudar o alcance dos conceitos de fast-food, com ênfase naquele que aqui é denominado modelo Mcdonald’s, apontado como um dos paradigmas da racionalidade formal da sociedade contemporânea. Na praça de alimentação, através da opção pela metodologia qualitativa, a pesquisa analisa comida direcionando suas"lentes" para o"lado de dentro do balcão". A atenção, assim, volta-se para a produção e serviços presentes no espaço social alimentar, emblema dos centros urbanos.

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Badot, Olivier. "Esquisse des fonctions socio-anthropologiques du commerce et de la distribution : les cas McDonald's, West Edmonton Mall et Wal-Mart." Paris 5, 2005. http://www.theses.fr/2005PA05H057.

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Cette recherche doctorale vise à identifier les fonctions socio-anthropologiques du commerce et de la distribution occidentales. Pour cela, dans le cadre d'une posture inductive et du recours au paradigme fonctionnaliste à la Merton, trois études de cas ont été menées. Ces trois cas, l'enseigne de restauration rapide Mc Donald's, le West Edmonton Mall et la chaîne de magasins Wal-Mart, ont été étudiés selon un protocole sémio-ethnographique. Il en ressort l'ésquisse d'une théorie fonctionnaliste du commerce et de la distribution mettant en avant des fonctions de structuration, d'inversion et de magie
This inductive doctoral research aims to identify the socio-anthropological functions of western retailing. Inside a functionalist network in the Merton tradition, three cases have been studied with a semio-ethnographic instrument of observation and analysis : Mc Donald's, West Edmonton Mall and Wal-Mart. The findings suggest three socio-anthropological functions of retailers : structuration, inversion and magic

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Leung, Wing-Chung Joe. "The development of a learning organisation in Hong Kong : from design to implementation : the case of McDonald's Restaurants (H.K. Limited)." Thesis, Middlesex University, 2006. http://eprints.mdx.ac.uk/8003/.

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This project aims to develop a learning organisation model for Hong Kong Chinese enterprises. It examines the case of the McDonald's Learning Programme, which shows how company-wide problems can be solved by the stakeholders in the company through a strategic learning initiative. The McDonald's Learning Programme has provided a practical implementation framework and a localised model for companies aspiring to become a learning organisation. The success factors for becoming a learning organisation and for a system supporting a learning organisation are identified. In order to explore the learning organisation concept in greater depth and to triangulate these factors, selected Hong Kong Chinese enterprises have been studied through the following two surveys: • The Executive Interview Survey This survey analyses executives' views on business success and learning organisation. Organisational learning is considered as one important factor in maintaining organisational competitiveness. • The Staff Learning Climate Survey This survey examines staff learning climate. It shows a crucial point that the development of a learning culture is greatly influenced by the management’s (directors') initiatives and involvement. With the findings of the case study of McDonald's Learning Programme and the two surveys, a learning organisation model is built. This model provides a practical implementation framework, which composes of three main parts: organisation and stakeholder initiatives, individual and team level learning and a framework supporting a learning organisation. This study should provide useful and valuable reference material on learning organisation development for other Hong Kong Chinese enterprises.

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Royle, Tony. "Globalisation, convergence and the McDonald's Corporation : industrial relations and the multi-national enterprise in Germany and the UK, a comparative study." Thesis, Nottingham Trent University, 1997. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.363334.

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Monteiro, Karen. "Nem toda a comida de shopping center ? McDonald's estudo de caso na pra?a de alimenta??o do Iguatemi Porto Alegre." Pontif?cia Universidade Cat?lica do Rio Grande do Sul, 2008. http://tede2.pucrs.br/tede2/handle/tede/4646.

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A disserta??o tem como tema a comida, a partir do estudo de caso realizado na pra?a de alimenta??o do shopping-center Iguatemi de Porto Alegre. Interessa analisar a comida enquanto constru??o simb?lica, portanto indissociada do seu contexto de inser??o. Trata-se de estudar o alcance dos conceitos de fast-food, com ?nfase naquele que aqui ? denominado modelo Mcdonald s, apontado como um dos paradigmas da racionalidade formal da sociedade contempor?nea. Na pra?a de alimenta??o, atrav?s da op??o pela metodologia qualitativa, a pesquisa analisa comida direcionando suas lentes para o lado de dentro do balc?o. A aten??o, assim, volta-se para a produ??o e servi?os presentes no espa?o social alimentar, emblema dos centros urbanos.

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Abdelgawwad, Mohamed Abdelgawwad Aly. "Quality management : success and failure factors for new global product development in global quick service restaurants : a case study of McDonald's Egypt." Thesis, Cardiff Metropolitan University, 2012. http://hdl.handle.net/10369/6483.

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Global quick service restaurants (QSRs), e.g. McDonald's and its iconic golden arches, have been in the vanguard of the globalisation phenomenon in non-Western countries. Various challenges have forced global QSRs to "think globally but act locally" spawning a new generation of products, referred to in this thesis as "glocal products". In Egypt, for example, the arrival of global QSRs in the late 1980s catalysed a highly-competitive industry comprising global QSRs (e.g. Wimpy's, McDonald's, Hardee's, KFC and Burger King - many of American origin) and local QSRs (e.g. Mo'men, Wessaya and Cook Door). American military interventions in the Middle East - Iraq and Afghanistan - fuelled anti-American feelings. McDonald's was seen to be too American and was boycotted. In response McDonald's sought to promote its local credentials through various activities including developing new glocal products - first the McFalafel sandwich and later the McArabia sandwich. The aim of this study was to investigate the critical success factors for new glocal product development activities through a single case study of McDonald's Egypt with two embedded units of analysis - two new glocal products - launched in Egypt: the failing McFalafel and the successful McArabia. The study involved a case study of four global and four local QSRs in Egypt through three phases of data collection involving in-depth semi-structured interviews with QSR experts and senior managers supplemented by the analysis of relevant documents. Phase one focused on external factors driving the new product development process. Phase two explored internal and product-related factors. Phase three focused on the new glocal product development process itself. A model of glocalisation through new glocal product development by global QSRs in non-Western countries (Egypt) identifying the critical success factors for new glocal products was developed. The model shows the interrelationships between a complex set of factors that can be used by practitioners to enhance the chances of success for new glocal products in non-Western countries.

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Poluyko, Kristen. "Alternative music, jazz and the performance resignification of identity in Ann-Marie McDonald's Fall on your knees and Anthony Minghella's The talented Mr. Ripley." Thesis, National Library of Canada = Bibliothèque nationale du Canada, 2001. http://www.collectionscanada.ca/obj/s4/f2/dsk3/ftp04/mq64729.pdf.

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Spencer, Freeze Rixa Ann. "French food vs. fast food José Bové takes on McDonald"s /." Ohio : Ohio University, 2002. http://www.ohiolink.edu/etd/view.cgi?ohiou1029182528.

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Albizu, Beristain Jose Luis. "De la sonrisa Mcdonald's a la sonrisa de corazón. Los trabajadores locales, sus conocimientos situados y usos en un programa hacia la salud incluyente (Guatemala)." Doctoral thesis, Universitat Rovira i Virgili, 2012. http://hdl.handle.net/10803/101530.

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Se analiza el proceso salud/enfermedad/atención como espía de las desigualdades y violencias del sistema social guatemalteco a través de la conformación de la ciudadanía política y social, las políticas gubernamentales, el modelo biomédico y las relaciones en los servicios públicos de salud. Ello sirve de contexto para un estudio de caso sobre los aportes y limitaciones en la implementación por una organización no gubernamental del Programa “Hacia un Primer Nivel de Atención en Salud Incluyente –bases y lineamientos-” que entra en abierta paradoja al querer incidir en el Ministerio de Salud y el poder médico en una Guatemala excluyente. Los auxiliares de enfermería locales se convierten en la prueba de inclusión/exclusión de sus experiencias y saberes desde sus conocimientos situados y sus usos como ciudadanos de segunda por indígenas y de la base de la pirámide institucional como auxiliares a la vez que mediadores del Programa con la población.
The health/illness/care process is analized as a detector of inegualities and violence in the Guatemalan social system through the make up of the political and social community, government policies, the biomedical model and the relationships within the public health system. This context serves for the case study on the contributions and limitations in the introduction of the program, “ Towards the First Level of Care in Inclusive Health, fundamentals and alignments”, by a non- governmental organization. This program represents a clear paradox, hoping to affect the Ministery of Health and the medical system in an exclusive Guatemala. The local nurses aides become proof of inclusion/exclusion of their experience and know-how based on situated knowledge and used as second-class citizens, being natives, at the base of the institutional pyramid as nurses aides and at the same time mediators between the Program and the population.

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Gould, Anthony Morven Francis, and n/a. "Employment Relations In The Fast Food Industry." Griffith University. Griffith Business School, 2006. http://www4.gu.edu.au:8080/adt-root/public/adt-QGU20061106.114525.

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The McDonald's model of labour management has been widely adopted throughout the fast food industry. Literature that is critical of fast food labour management policy and practice often portrays employers as offering work that is low paid, unchallenging and uninteresting. However, others argue that the industry provides young workers with: a first resume entry, training opportunities, the chance to develop a career and a path into employment. This study interprets these two perspectives as reflecting either misalignment or alignment of employee/crew and employer preferences. Such an interpretation recognises that fast food work does not represent a career for many who do it but is short term or 'stop-gap' in nature. The study's research question is: to what extent does management preference for elements of work align with the preferred working arrangements of crew at McDonald's Australia? This research subjects McDonald's Australian stores to independent scrutiny. Previous research in this area has mostly used qualitative methods. Earlier studies, by and large, provide descriptive accounts of fast food employment however they often lack the rigour of an empirical investigation. The present research uses a structured survey method to obtain data from crew and managers. Results are analysed using descriptive and inferential statistics. Findings focus on three areas of labour management: industrial relations, work organisation and human resource management. Several themes relating to alignment of preferences in the fast food employment relationship are identified. These are: crew have scant knowledge of industrial relations, do not like aspects of work organisation, but respond positively to certain human resource management policies and practices; crew lack knowledge of labour management issues generally; crew work is simple and repetitive; and, many young crew seem to dislike aspects of fast food work as they get older but others, who have distinctive characteristics, appear to continue to like the McDonald's approach as they age.

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Dissertations / Theses on the topic 'McDonald's'

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