In spite of essentially flat sales in the U.S. in February 2013 from
the same month in 2012, McDonald’s CEO, Don Thompson, said he was confident that the
people at the company had sufficient experience to “grow the business for the
long term.” Even assuming that a business can be grown as if it were a geranium plant, the claim can be critiqued both in
regard to the underlying assumption regarding “growth” and that of long-term
viability. Fusing a restaurant with a coffee shop can be said to be an over-reach that had blended the company too much, at least at the store level.
The full essay is at "McDonald's in a Changing Environment."
The full essay is at "McDonald's in a Changing Environment."
