Mcdonald's Case Study
McDonald’s and Obesity
Case Study Reaction Paper
McDonald’s Corporation is encountering a paradigm shift in the manner in which society views responsibility and ownership of issues. Society appears to be moving away from personal responsibility and to one of corporate responsibility. The question that McDonald’s must continually face is “Should s person be able to sue a company because the coffee is too hot or because a video game caused them to become addicted?” (Schmaltz, 2010)
A review of violent incidents at the G-8 Summits highlight the view dominant in a part of society - that corporations are not to be trusted. The 2001 G8 Summit evidenced “massive street protests” against “global capitalism”. Media outlets termed the riots of 2001 as staples of the Summit process. (G8 summit braces for more violence, 2001) The mob unrest issues at the Summits continued with excessive violence as shown at the G20 Summit in Toronto in 2010. (Violence, vandalism rock G-20 protests, 2010) In Toronto, 1118 protestors were arrested because of massive and violent mob retaliation at the G20 Summit venue.(2010 G-20 Toronto summit protests, 2010) American corporations such as, McDonald’s were the targets of vandalism. (2010 G-20 Toronto summit protests, 2010) Financial abuse by corporations such as Enron, AIG, Bear Stearns, (StockMarket Crash of 2008, 2011) have contributed to the view that corporations and especially global and multinational corporations are trustworthy. It is this current view of global corporations that McDonald’s faces which lead to a cultural view that is negative against the corporation.
In the realm of personal responsibility, the 2004 Congress passed a bill called “The Cheeseburger Bill” (Munger, 2004) the purpose of which was to ensure that “food manufacturers and sellers should not be held liable for injury because of a person’s consumption of legal, unadulterated food and a person’s weight gain or obesity”. (Munger, 2004) Americans do not
Case Study Reaction Paper
McDonald’s Corporation is encountering a paradigm shift in the manner in which society views responsibility and ownership of issues. Society appears to be moving away from personal responsibility and to one of corporate responsibility. The question that McDonald’s must continually face is “Should s person be able to sue a company because the coffee is too hot or because a video game caused them to become addicted?” (Schmaltz, 2010)
A review of violent incidents at the G-8 Summits highlight the view dominant in a part of society - that corporations are not to be trusted. The 2001 G8 Summit evidenced “massive street protests” against “global capitalism”. Media outlets termed the riots of 2001 as staples of the Summit process. (G8 summit braces for more violence, 2001) The mob unrest issues at the Summits continued with excessive violence as shown at the G20 Summit in Toronto in 2010. (Violence, vandalism rock G-20 protests, 2010) In Toronto, 1118 protestors were arrested because of massive and violent mob retaliation at the G20 Summit venue.(2010 G-20 Toronto summit protests, 2010) American corporations such as, McDonald’s were the targets of vandalism. (2010 G-20 Toronto summit protests, 2010) Financial abuse by corporations such as Enron, AIG, Bear Stearns, (StockMarket Crash of 2008, 2011) have contributed to the view that corporations and especially global and multinational corporations are trustworthy. It is this current view of global corporations that McDonald’s faces which lead to a cultural view that is negative against the corporation.
In the realm of personal responsibility, the 2004 Congress passed a bill called “The Cheeseburger Bill” (Munger, 2004) the purpose of which was to ensure that “food manufacturers and sellers should not be held liable for injury because of a person’s consumption of legal, unadulterated food and a person’s weight gain or obesity”. (Munger, 2004) Americans do not
References: G8 summit braces for more violence. (2001, July 21). Retrieved October 2, 2011, from www.cnn.com: http://articles.cnn.com/2001-07-21/world/genoa.violence.0548_1_italian-police-genoa-summit-protesters?_s=PM:WORLD Fast food firms face screen test 2010 G-20 Toronto summit protests. (2010, September 26). Retrieved October 1, 2011, from wikipedia.com: http://en.wikipedia.org/wiki/2010_G-20_Toronto_summit_protests Violence, vandalism rock G-20 protests Make up your own mind. (2011). Retrieved October 3, 2011, from makeupyourownmind.com: http://www.makeupyourownmind.co.uk/questions/how-do-you-operate/advertising/ McDonald 's happy Meal unpacked Meet the Quality Scouts. (2011). Retrieved October 2, 2011, from Makeupyourownmind.com: http://www.makeupyourownmind.co.uk/quality-scouts.html StockMarket Crash of 2008 Baker, R. (2011, July 27). McDonald 's UK eyes healthier Happy Meals. Retrieved October 2, 2011, from marketingweek.co.uk: http://www.marketingweek.co.uk/sectors/food-and-drink/mcdonald%E2%80%99s-uk-eyes-healthier-happy-meals/3028810.article Chapman, M Haile, C. (2010). Charlotte Haile 's visit to a Chicken Nugget supplier. Retrieved Ocotber 2, 2011, from makeupyourownmind.com: http://www.makeupyourownmind.co.uk/reports/charlotte-haile-s-visit-to-a-chicken-mcnugget-supplier.html#anchor1 Jackson, D Lee, F. (2010, February 9). Michele Obama: 'Let 's Move ' Initiatve Battles childhood Obesity. Retrieved September 30, 2010, from abcnews,go.com: http://abcnews.go.com/GMA/Health/michelle-obama-childhood-obesity-initiative/story?id=9781473 Munger, L Poulter, S. (2011, October 1). 'Junk the food ads ', say experts. Retrieved October 2, 2011, from dailymail.co.uk: http://www.dailymail.co.uk/health/article-189278/Junk-food-ads-say-experts.html Schmaltz, M Smith, S. (2010, December 17). McDonald 's in the mincer over Happy Meals marketing. Retrieved October 2, 2011, from The Politics of Marketing: http://stuartsmithsblog.wordpress.com/2010/12/17/mcdonalds-put-in-the-mincer-over-happy-meals-marketing/