Supersize this: McDonald's and the sustainability story
Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – There are three “green” questions for businesses as the second decade of the twenty‐first century starts to unwind: Are all businesses now sustainable? Are our brands perceived as sustainable? Are our leaders capable of managing sustainability? There is a diversity of opinion over these three challenges, and as the oil continued to spew out of the ground off the Southern coast of the USA in the first major environmental disaster of the decade, the view of how far the business world has come in managing sustainability was never more important. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.
Year of publication: |
2010
|
---|---|
Published in: |
Strategic Direction. - Emerald Group Publishing Limited, ISSN 1758-8588, ZDB-ID 2089990-7. - Vol. 26.2010, 9, p. 29-32
|
Publisher: |
Emerald Group Publishing Limited |
Subject: | Corporate social responsibility | Leadership | Sustainable development | Brand management | Marketing strategy | Corporate strategy |
Saved in:
Online Resource
Saved in favorites
Similar items by subject
-
Marketing communications : embedding sustainability practices in a changing world
Adeola, Ogechi, (2022)
-
Positioning the corporate brand as sustainable : leadership de regueur
Stuart, Helen Joyce, (2013)
-
Waßmann, Jan, (2011)
- More ...