Reference no: EM1350748
Organizational Behavior - McDonald's Effectiveness
McDonald's: Can it Regain its Effectiveness?
This case describes the growth, dominance, and eventual leveling off of McDonald's share of the fast-food market from 1937 to the present. Although McDonald's was a leader in the burgeoning market after World War II, in the late 1990s its growth slowed considerably, even though it still commands 42 percent of the U.S. fast-food burger market. Through the early 1980s, McDonald's was able to successfully adapt to changing consumer tastes; however, in the 1990s most of its efforts at introducing new products failed. In addition, it has had difficulty expanding to overseas markets and perceptions of its food quality have dropped dramatically. McDonald's management has to identify the causes of the lost luster and then take specific steps to correct the problems.
Question:
How can McDonald's use its powerful brand name to help improve its effectiveness?
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