Beyond McDonald’s CSR in China: corporation perspective and report from case studies on a damaged employment reputation

Citation

Valax, M. (2012), "Beyond McDonald’s CSR in China: corporation perspective and report from case studies on a damaged employment reputation", Strategic Direction, Vol. 28 No. 11. https://doi.org/10.1108/sd.2012.05628kaa.006

Beyond McDonald’s CSR in China: corporation perspective and report from case studies on a damaged employment reputation

Article Type: Abstracts From: Strategic Direction, Volume 28, Issue 11

Valax M. Asian Business & Management, July 2012, Vol. 11 No. 3, Start page: 347, No. of pages: 20

We have analysed the corporate social responsibility (CSR) perspective within the fast-food industry in China, with particular attention to McDonald’s Corporation as a global icon. On the basis of a case study analysis, our research has revealed significant differences in the values, attitudes and beliefs that managers and workers personally hold and what they encounter in the workplace. In China, McDonald’s has also faced the challenge of improving the perception of the career opportunities it offers and made efforts to undo the negative reputation of low-paying jobs. We explore theoretical implications and propose some suggestions for improving CSR in fast-food management in China. Our results show that improvements in business performance in this industry should be allied to real CSR, not simply to a McDonaldization of the Chinese workforce. Article type: Case study ISSN: 1472-4782 Reference: 41AN705

Keywords: Case studies, Corporate social responsibility, Ethics, Job design, Psychological empowerment, Strategic change