Institutionalism
Institutionalism – An example of McDonalds
It has been a long time since I had a meal at McDonalds. But yesterday driven by hunger and lack of time I decided to get a burger there. And as I had to queue up quite for a long time I thought: Why is this restaurant so successful? What is the fact bringing so many people in here? There are several burger restaurants selling better burgers in a better ambience as well. In the past I was of the opinion it is because McDonald is cheep and does a lot of advertising. However this is not the whole story. There is another thing called Institutionalism as I learned in the lecture «introduction to strategy and organization«. This Institutionalism helps McDonalds to keep its restaurants full whenever you go there all around the world. The core assumption of this theory is that companies decide according to what is expected from them and in order to have “legitimacy. Hence the organization is shaped by a set of norms, values and expectations. On account of this the setup of a typical McDonalds restaurant is not simply arbitrariness. Every single detail is forced by a costumer expectation. Some of these are already hidden in the words characterizing these types of restaurants – fast food.
Costumers expect to get their food fast, consequently there is a large counter in front of which people used to queue up. And while they queue up they can choose their meal from the big menu panel above the counters what also speeds up the whole process. Furthermore McDonalds standardized and divided the process of preparing the food in order to serve faster.
The other part of the expression fast food is the food. Attendant to this term the costumer always anticipates tasty food with the same quality for the same amount of money wherever he enters a McDonalds. To fulfil this expectation McDonalds set up several norms. For example they introduced standards not only in size of their products but also in taste and look, so that everyone who orders
It has been a long time since I had a meal at McDonalds. But yesterday driven by hunger and lack of time I decided to get a burger there. And as I had to queue up quite for a long time I thought: Why is this restaurant so successful? What is the fact bringing so many people in here? There are several burger restaurants selling better burgers in a better ambience as well. In the past I was of the opinion it is because McDonald is cheep and does a lot of advertising. However this is not the whole story. There is another thing called Institutionalism as I learned in the lecture «introduction to strategy and organization«. This Institutionalism helps McDonalds to keep its restaurants full whenever you go there all around the world. The core assumption of this theory is that companies decide according to what is expected from them and in order to have “legitimacy. Hence the organization is shaped by a set of norms, values and expectations. On account of this the setup of a typical McDonalds restaurant is not simply arbitrariness. Every single detail is forced by a costumer expectation. Some of these are already hidden in the words characterizing these types of restaurants – fast food.
Costumers expect to get their food fast, consequently there is a large counter in front of which people used to queue up. And while they queue up they can choose their meal from the big menu panel above the counters what also speeds up the whole process. Furthermore McDonalds standardized and divided the process of preparing the food in order to serve faster.
The other part of the expression fast food is the food. Attendant to this term the costumer always anticipates tasty food with the same quality for the same amount of money wherever he enters a McDonalds. To fulfil this expectation McDonalds set up several norms. For example they introduced standards not only in size of their products but also in taste and look, so that everyone who orders