A case study and interview with Jill McDonald CEO and President of McDonald's Northern Europe Division

Purpose – The purpose of this paper is to demonstrate how strategy is developed and implemented within a subsidiary of a global organization, the relationship between subsidiary and headquarters and the need for continuous change and adaption to remain relevant. Furthermore, this case study describes a successful process of invention and adoption. Design/methodology/approach – The paper draws on documentary evidence and a semistructured interview with Jill McDonald CEO and President of McDonald’s Northern Europe Division with responsibility for the UK, Sweden, Finland, Denmark, Norway and the Republic of Ireland. Management research rarely captures the views of the top executive, yet the top executives have a broad picture and are key strategic decision makers. Findings – The case study and interview offers a unique insight into factors contributing to McDonald’s unprecedented success (it has paid an increased dividend for the past 37 years). It also sheds light on its successful internationalization strategy. Originality/value – The case study draws on published material and augments this with an in-depth interview with the Chief Executive. Very few case studies offer insight into the thinking of a Chief Executive managing a subsidiary of a global organization. Its value lies in the lessons that managers and students of management can draw on the approach adopted by a highly successful global organization.

O DISCURSO DE HUMANIZAÇÃO COMO ESTRATÉGIA DE APROXIMAÇÃO COM O CONSUMIDOR NAS PUBLICIDADES DAS MÍDIAS SOCIAIS

Este trabalho propõe o estudo analítico de estratégias discursivas das organizações empregadas nas publicidades das mídias sociais no Brasil em que, na tentativa de aproximação com os consumidores, as empresas emitem discursos de humanização. A pesquisa ocupou-se em identificar e analisar as publicidades das marcas notabilizadas nesse ambiente superabundante de informação, capazes de comunicar-se efetivamente com os consumidores, a ponto de levá-los ao engajamento com os interesses da organização pela interação e compartilhamento dos conteúdos nas mídias sociais, e de torná-los os agentes da marca, aqueles que divulgam voluntariamente os seus benefícios para a sua rede de amigos. Trata-se de uma pesquisa exploratória de teor qualitativo, cuja busca se dará pelas delineações de um espaço discursivo. Utilizou-se a análise do discurso (AD), da linha francesa, sob a perspectiva dos estudos do ethos, cenas de enunciação e contrato de comunicação que contemplam os discursos organizacionais. Além da conceituação teórica e revisão de literatura vinculadas às mídias sociais e cultura organizacional, o trabalho analisou as publicidades em vídeo publicadas no Facebook e YouTube, nos anos de 2014 e 2015, cujo intuito era a aproximação com o consumidor. A pesquisa demonstrou que o ambiente das mídias sociais requer outra postura das organizações, uma linguagem dialógica e interativa com a participação do consumidor nas suas publicidades. A supervalorização do consumidor e a sua inclusão nas narrativas é uma tentativa de humanizar as relações entre organização e seus públicos e demonstram ser o eixo conciliador entre ambos na nova ambiência midiática.

Validation of the Spanish version of mackey childbirth satisfaction rating scale

Background: The “Mackey Childbirth Satisfaction Rating Scale” (MCSRS) is a complete non-validated scale which includes the most important factors associated with maternal satisfaction. Our primary purpose was to describe the internal structure of the scale and validate the reliability and validity of concept of its Spanish version MCSRS-E. Methods: The MCSRS was translated into Spanish, back-translated and adapted to the Spanish population. It was then administered following a pilot test with women who met the study participant requirements. The scale structure was obtained by performing an exploratory factorial analysis using a sample of 304 women. The structures obtained were tested by conducting a confirmatory factorial analysis using a sample of 159 women. To test the validity of concept, the structure factors were correlated with expectations prior to childbirth experiences. McDonald’s omegas were calculated for each model to establish the reliability of each factor. The study was carried out at four University Hospitals; Alicante, Elche, Torrevieja and Vinalopo Salud of Elche. The inclusion criteria were women aged 18–45 years old who had just delivered a singleton live baby at 38–42 weeks through vaginal delivery. Women who had difficulty speaking and understanding Spanish were excluded. Results: The process generated 5 different possible internal structures in a nested model more consistent with the theory than other internal structures of the MCSRS applied hitherto. All of them had good levels of validation and reliability. Conclusions: This nested model to explain internal structure of MCSRS-E can accommodate different clinical practice scenarios better than the other structures applied to date, and it is a flexible tool which can be used to identify the aspects that should be changed to improve maternal satisfaction and hence maternal health.

Radial artery pulse upstroke is not a good marker of left ventricular dysfunction: A comparison of radial tonometry, angiographic and echocardiographic measures of dP/dt

The first derivative of pressure over time (dP/dt) is a marker of left ventricular (LV) systolic function that can be assessed during cardiac catheterization and echocardiography. Radial artery dP/dt (Radial-dP/dt) has been proposed as a possible marker of LV systolic function (Nichols & O’Rourke, McDonald’s Blood Flow in Arteries) and we sought to test this hypothesis. Methods:We compared simultaneously recorded RadialdP/ dt (by high-fidelity tonometry) with LV-dP/dt (by highfidelity catheter and echocardiography parameters analogous to LV-dP/dt) in patients without aortic valve disease. In study 1, beat to beat Radial-dP/dt and LV-dP/dt were recorded at rest and during supine exercise in 12 males (aged 61±12 years) undergoing cardiac catheterization. In study 2, 2D-echocardiography and Radial-dP/dt were recorded in 59 patients (43 men; aged 64±10 years) at baseline and peak dobutamine-induced stress. Three measures at the basal septum were taken as being analogous to LV-dP/dt: (1) peak systolic strain rate, (2) strain rate (SR-dP/dt), and (3) tissue velocity during isovolumic contraction. Results: Study 1; there was a significant difference between resting LV-dP/dt (1461±383 mmHg/s) and Radial-dP/dt (1182±319 mmHg/s; P < 0.001), and a poor, but statistically significant, correlation between the variables (R2 = 0.006; P < 0.001) due to the high number of data points compared (n = 681). Similar results were observed during exercise. Study 2; there was a moderate association between baseline Radial-dP/dt and SRdP/ dt (R2 =−0.17; P < 0.01), but no significant relationship between Radial-dP/dt and all other echocardiographic measures analogous to LV-dP/dt at rest or peak stress (P > 0.05). Conclusion: The radial pressurewaveform is not a reliable marker of LV contractility.

O MUNDO ENCANTADO DA COMUNICAÇÃO DIRECIONADA ÀS CRIANÇAS: O OUTRO LADO DAS REDES DE FAST FOOD

O objetivo deste trabalho foi entender o uso estratégico do entretenimento na comunicação mercadológica voltada às crianças no ponto de venda das redes de fast food. O eixo teórico-metodológico aplicado foi o estudo de casos múltiplos. As redes de fast food selecionadas foram Bobs, Habibs e McDonalds. A pesquisa foi realizada em 15 lojas, durante os meses de junho a outubro de 2009. Pela análise dos dados coletados, pudemos concluir que o uso do entretenimento na comunicação direcionada às crianças é uma prática efetiva das redes de fast food. A maioria das promoções, inclusive, utiliza personagens licenciados de sucesso na TV ou no cinema para atrair o público infantil. No PDV, o entretenimento é o protagonista das mensagens, por meio de ações de merchandising e promoção de vendas, enquanto as informações sobre os alimentos oferecidos às crianças, tanto nas lojas quanto nas embalagens dos kits dos lanches analisados, são bastante restritas. No geral, as redes se valem de uma ética que não leva em consideração o que o produto pode causar em quem o consome. A dita liberdade de expressão comercial se sobrepõe aos direitos fundamentais da pessoa humana, já que, na abordagem mercadológica, via de regra predominam os interesses corporativistas.(AU)

Global Pricing Strategy for a Quick-Service Restaurant Chain

The purpose of this paper is to compare prices for a popular quick-service restaurant chain (i.e. McDonalds’) across countries throughout the world using the “Big Mac Index” published by “The Economist.” The index was originally developed to measure the valuation of international currencies against the U.S. dollar. The analysis in this study examines the relationship between the price of a Big Mac and other variables such as the cost of beef, price elasticity, and income. Finally, these relationships are reviewed to draw inferences concerning the use of demand, costs, and competition in setting prices.

Larceny by Menu

Consumers are being ripped off by the food service industry when menus in establishments serving food misrepresent, substitute, and manipulate portions and the status of foods being served. A billion dollars a year in fraud is involved when menus offer the consumer one thing and deliver another.

Drive-Thru Hot Beverages: Still a Risk?

Stella Liebeck brought to light the risk for operators who serve hot beverages through their drive-thru windows when she successfully sued McDonald’s in 1994 for the burns she received when coffee spilled in her lap. The current study replicated 1998 research on a national level, where 1,585 coffee temperatures collected from drive-thru windows were analyzed to determine if operators had lowered their coffee temperatures as a result of this widely-publicized case.

Perceived Value of Fast-food Restaurant Franchises in the USA

The main research objective of this study was to find out whether perceived value significantly affects consumers’ purchase intention. Additionally, this study examined if there are any significant differences in perceived value for different fast-food restaurant brands and attempted to identify which fast-food restaurant is perceived to be the industry leader. A total number of six fast-food restaurants (McDonalds, Subway, Starbucks, Wendy’s, Burger King, and Taco Bell) were selected. Findings showed that among the five perceived service value dimensions, Starbucks is the leader in terms of quality, emotional response, and reputation. Multivariate analysis of variance (MANOVA) and multiple regression analysis were performed to test the study hypotheses. Results indicated that there were significant differences in perceived value for different fast-food restaurant brands. Besides, monetary and behavioral price significantly affects consumers’ purchase intention. Findings are expected to help hospitality marketers to strategically manage their brands.

Del bodegón a la basura. Representaciones de alimentos en la historia del arte desde la perspectiva de la fotografía contemporánea

El artículo habla de la representación de alimentos en la Historia del Arte; estudia porqué las representaciones de comida tradicionalmente han sido consideradas como un género menor y plantea la hipótesis de su revitalización en el mercado del arte contemporáneo a través de la fotografía. Mediante el análisis de imágenes de comida en diferentes épocas, el texto explica que los bodegones casi siempre han sido símbolos de la superabundancia, presentando fundamentalmente alimentos, y en algunas ocasiones desperdicios. Continúa con la idea de que las sobras en las antigüedad eran orgánicas y sin embargo, en la actualidad los still life se han convertido en representaciones de basura, de desechos, y desperdicios en todas sus acepciones. El texto demuestra, mediante el análisis de algunas obras contemporáneas fotográficas, que el tema de la comida hoy es mucho más relevante de lo que la crítica de arte argumentaba en el pasado. Las imágenes de objetos conforman un sistema de representación y significado en continua evolución que es el reflejo de nuestra cultura. Estas fotografías nos hablan de sociología, política y economía mostrándonos en la actualidad el impacto que está sufriendo el medioambiente debido a nuestras rutinas cotidianas.

It is Time for Something New: A 21st Century Joint-Employer Doctrine for 21st Century Franchising

[Excerpt] The joint-employer doctrine is perhaps the hottest issue in labor and employment law for 2015 and the foreseeable future. In the September 2015 Browning-Ferris ("BFI”) decision, the National Labor Relations Board (the "NLRB" or the "Board"), the administrative agency that enforces the National Labor Relations Act (the "NLRA" or the "Act"), issued what is expected to be the first of two decisions, expanding the joint-employer doctrine. In the BFI decision, the so-called putative employer (e.g., the lessor of employees or a franchisor) is now considered the employer of individuals who had in the past been considered employees of the supplier employer. Like in Browning-Ferris, a number of McDonald's employees and the Service Employees International Union ("SEIU") are arguing that the world's largest franchisor is the joint employer of all its franchisees' employees. At first blush, one might believe that this is another esoteric labor and employment law issue that only lawyers and scholars care about. However, depending on how the Board and courts rule on this issue, the joint-employer doctrine could fundamentally change business in the United States by destroying the franchise model.

A localização/transcrição como comunicação intercultural

O artigo pretende fazer uma abordagem teórico-prática à Comunicação Intercultural. Partindo de um enquadramento teórico relativamente ao papel da Comunicação Empresarial nas organizações, nomeadamente no momento da internacionalização. Explanamos os conceitos de localização e transcriação versus a mera tradução e culminamos com a análise de algumas páginas web da McDonald’s que servem de exemplo de adaptações culturais que deverão ser feitas no momento da tradução de um site para públicos de outros países. Objetivamos, deste modo, extrair e sintetizar algumas conclusões deste caso real que poderão, a posteriori, ser reaproveitadas para outras empresas no futuro. Essencialmente, interessa-nos refletir sobre a veracidade da necessidade de se repensar as traduções numa lógica muito mais abrangente do que a mera conversão linguística. Cremos que, para uma eficaz imersão intercultural, releva, além das lógicas traduções linguísticas, realizar-se traduções/conversões mais holísticas e integradas.