The Nonmarket Environment of McDonald's

Academic Case Study by:
David P. Baron
Published: 2004
[photo - David P. Baron]

McDonald’s is the world’s largest restaurant chain, with over 30,000 locations. This case describes several nonmarket issues that could significantly impact McDonald’s business. Issues covered include the increase in U.S. obesity rates, legislation, media attention, and advertising, as well as others.

Study questions guide students to evaluate and prioritize the issues in developing a strategy that McDonald’s should pursue in dealing with the nonmarket issues discussed.

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Case No: P46

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